The campaign, created by David, had 5 professional illustrators and, in all, 10 artworks
Faber-Castell has proposed a challenge for the public which consists of the person guessing whether that image is a drawing or a photo.
For the campaign, which aims to promote the brand’s SuperSoft pencils, Faber-Castell took content creator Joo Quirino to the streets to interview the public and find out if they can guess which images are photos and which are drawings.
Created by the David agency, the campaign featured 5 professional illustrators, including members of Ateli Aberto, a virtual community created by Faber-Castell on Facebook, aimed at art lovers and, in all, 10 artworks were produced.
The action focuses on digital media and OOHs, in bus and subway shelters, which will have content with the question Photo or Drawing?, linked to an image, for the public to guess whether it is a photo or a drawing. See the pictures:
We want to amuse the public and show that with the SuperSoft Colored Eco Pencils, we take creativity and drawing to another level, to the point of being mistaken for a photo, explained Flvia Giordano, Faber-Castell’s marketing director.
In digital, the focus will be on gamifying the campaign and making all the pieces in quiz format so that the public can engage, interact and access the site to play.
The campaign has pieces on Youtube, Instagram, Facebook and TikTok, with polls, filters and videos. Finally, a quiz on Buzzfeed completes the action.