Leo Burnett Hong Kong, the agency behind the campaign explains their thinking. “More and more, the younger generation has succumbed to the convenience of digital technology and forget the more inspiring way of generating ideas – pencil sketching. Staedtler intends to revive the memory in people of where designs originally begin – a sketch pencil. By borrowing classic design icons in different categories, we show how these classic designs were born from pencil sketches, magnifying and crafting Staedler’s pencil tip graphite into microscopic miniatures of these icons.”
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