Brief
Target group
Insight
When you write, you are making nature a part of your creation. The graphite, wood and rubber join forces to create your work of art. Palomino Blackwing brings the very best of nature to all your creative endeavors.
To get the word out, we place billboards at spots where there’s no internet so people can take a break from their phones and get lost in a book. And as they get hooked on the book specially selected for them, users are encouraged to voluntarily turn off their internet to keep reading through Penguin Reconnect.
Idea
A campaign that highlights how Palomino Blackwing molds the very best of nature – Incense-Cedar wood, Japanese graphite, and premium rubber into pencils that create magic with every buttery smooth stroke.
Instructor: Klaus Bender
SCRIPT FOR THE RADIO AD
SFX: An acoustic guitar plays softly in the background and continues throughout the spot. You can also hear the sound of leaves rustling gently.
VO (Male): When you hold a 602 in your hand, you’re not just holding a pencil.
SFX: The sound of a pencil softly rolling and its picked.
VO (Male): This is an instrument that’s been crafted to tune in nature.
VO (Male): The wood smells faintly of incense-cedar and stirs your imagination.
SFX: The sound of wood sharpening.
VO (Male): It sharpens smoothly and gives you a steady grip so you don’t waver.
VO (Male): The graphite glides with its buttery smoothness across any canvas and gets your thoughts flowing.
SFX: The sound of pencil scribbling.
VO (Male): The distinct rectangular eraser made from a bleeding bark undos any of your mistakes.
SFX: The sound of liquid dripping and an eraser going over the paper.
VO (Male): So you can start with a fresh blank page and create and alter a narrative of your liking.
SFX: Sound wind whooshing and the volume of the acoustic music slowly rises.
VO (Male): The graphite, wood and rubber all come from the earth to create your beautiful body of work.
SFX: The sounds die down and there’s absolute silence.
VO (Male): Palomino Blackwing 602. Powered by nature.
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