Faber-Castell invites people to look at the world in a more creative way

Faber-Castell takes another step in the evolution of its brand purpose, which aims to awaken people’s creative potential and has just launched the institutional campaign ‘The Lens of Creativity’. Created by the DAVID agency, the action includes pieces with films for free and open TV, online media and content for social networks. With the concept ‘creativity in your hands’, the brand reinforces the idea of encouraging people to look at the world in a different and creative way, especially in everyday activities. In all, the campaign will feature five actions divided between the months of
March and April.

The first stage of the ‘World with Creativity’ project includes four short and fun videos in 15- and 30-second versions – the first two are already available on Faber-Castell’s social networks and were shown on TV starting this Saturday, the 3rd. /03. The next ones can be seen throughout the next week. As a strategy to connect even more with its target audience, Faber-Castell hired art influencer Iza Duarte, a reference in the artistic world, to star in one of the campaign’s videos.

In the first film, a young woman places a cup of coffee on paper and, picking up a Faber-Castell Fine Pen, begins to draw. The second shows a woman reading a book, as she underlines words with Grifpen highlighters, some drawings appear in the flipbook action. In the third, a man gains the team’s attention during a presentation after starting to draw on a whiteboard with colored whiteboard markers. In the fourth video, a child opens a box that arrived from his father’s online shopping. When opening the boy is faced with a spyglass. That’s when father and son have an idea: to transform the box into objects to play with, with the help of scissors and the box of colored pencils from the Caras&Cores line, the cardboard box takes the form of a compass, hat and other items.

Flavia Giordano, Marketing Director at Faber-Castell, says:

“This campaign reinforces that creativity can be present in different moments of everyday life, whether reading a book or having a cup of coffee. With a close eye on our audience, we show that day-to-day activities come to life and more color with Faber-Castell products. We want to encourage people to look through the ‘Lens of Creativity’ and thus contribute to a more creative and fun world.”

All contents will be available on the official Faber-Castell channels. The other actions of the campaign will be disclosed throughout the months of March and April.