Dagens Industri: The pencil

Advertising Agency: Storåkers McCann, Stockholm, Sweden
Art Directors: Patrik Reuterskiöld
Copywriters: Martin Johanssen, Björn Hjalmar
Illustrators: Patrik Reuterskiöld
Photographer: B-smart
Other additional credits: Nico Paredes, Ylva Krantz, Malin almqvist, Tove Dreiman
Published: December 2008

4 comments

Guest's picture
Guest

Nice looking ad!

I read all the copy. Technically, it's obviously very good. It's long and it's copy but that's about it. It felt like I was reading Wikipedia, and while the creative team may think that's a compliment it's not. I didn't feel anything and it didn't endear me to the brand.

I just don't see what pencils have to do with newspapers. Sorry but this idea is weak. Unless you were the proofreader, you wouldn't want this in your book.

TRICKY's picture
TRICKY
3950 pencils

this is not an ad this is an ad
http://en.wikipedia.org/wiki/Pencil

"just commenting to gather points i love free drinks"

The man who stops advertising to save money is like the man who stops the clock to save time

Guest's picture
Guest

I`ve read this one too.
nice strategy & art.

Guest's picture
Guest

It's not not suppose to sell you the pencil. Its called Information Graphics.

You can usually find stuff like this in newspapers on a saturday. As glossy pull out that you can put on your wall. Its a very well executed piece. It has an intro, a focal point and it draws you attention into the main body of copy.

So i would think before you say "I just don't see what pencils have to do with newspapers" and "Sorry but this idea is weak" WEAK MY ARSE! im sure if you actually studied design then you would know how hard it is to fit 25 pieces of information + onto a piece of A3 paper and make it flow. Get a grip of yourself!

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