Backstory
Founded in 1761, Faber-Castell is one of the oldest pencil, pens, office and art supplies manufacturer in the world. Faber-Castell established their Malaysia production site in 1978, the Malaysia branch are in charge of R&D, Sales, and Stationery productions (Erasers, Pens, Pencil, etc.). Faber-Castell company values entrepreneurial, responsible, passionate, enduring, quality-driven and sustainability.
Problem Statement
Faber Castell have not emphasize their product as eco friendly, even though they are.
Concept and Idea
Faber castell protects and preserves 691 species in their Brazillian forest by planting trees that they have chopped.
Target Audience
Demographics
24-30 years old
Male and female
Middle class, working class
Lives in Urban, Semi-urban, metropolitan
Couple, Single
Education level: Undergraduate and High School
Low to Middle income
All races
Psychographics
Creative individual
Frequently use stationeries
Environmentally aware/ responsible consumer
They care about the quality but not the social status it brings them
Advertising Objective
The objective of this campaign is to increase awareness on the corporate social responsibility.
Visual Idea
The visual idea is to have tree made out of Faber Castell pencils. The textures of the tree will remain on the pencils to symbolise the stationeries that the consumers have purchased helps to grow the trees that was chopped beforehand to manufacture the stationeries and at the same time those tree are what helps to preserve the animal species. So on the visuals, we would include animals such as birds and monkey climbing, standing or appearing next to the tree as well.
Billboard
These billboard will be placed at main highways of the Klang Valley. We chose billboard because most of our target audience would own a car by that age and would drive to work and would probably see these billboard when there’s traffic.
Social Media
We decided that we will place these ads on Facebook. On Facebook there’s much more engagement (I.e. follows, likes and comments).
E Magazine
We chose e-magazine because that’s one of the mediums where artist would read, the magazines we planning to advertise on are design related magazines. They will also be reading these magazines online or on their phones.
Shopping Mall Flags
We did shopping mall flags is because most big stationery shops that sells wide range of Faber-Castell products are in shopping malls.
Roll up banners
Roll up banners are essentials because Faber-Castell themselves do advertise with roll up banners at their retail stores. By placing this visuals around the stores, it reminds them that our pencils are eco friendly.
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