At a quick glance, the Caran D’Ache campaign appears to showcase the wooden crayons this Swiss company is known for. Upon closer inspection, however, it becomes clear that something is not right. There are too many cracks and crannies present throughout the body of each pencil. That is because they are made up of a mosaic of illustrations, which "reminds them all what it is they love or used to love about Caran d’Ache: The sheer joy of creating that on some level everyone can relate to," according to the creators.
Conceived by Zurich-based ad agency Wirz/BBDO, the Caran D’Ache campaign was creative directed by Philipp Skrabal with illustrations by Isabelle Bühler and Paul Labun, who also provided art direction. The Caran D’Ache campaign is artistic and nostalgic.
Key Themes Behind This Trend
- Nostalgic Advertising
- Using nostalgic elements to create a sense of emotional connection with consumers, disrupting traditional advertising approaches.
- Illustrative Packaging
- Using illustrations to create unique and visually appealing packaging, offering a disruptive alternative to standard packaging designs.
- Emphasizing Creativity
- Highlighting the joy of creating through artistic campaigns, disrupting conventional marketing strategies.
Where This Applies
- Advertising
- The advertising industry can implement nostalgic elements and illustrative packaging to create more engaging and impactful campaigns.
- Packaging
- The packaging industry can explore the use of illustrations and creative designs to differentiate products and attract consumer attention.
- Art Supplies
- Art supply companies can emphasize the creative process and the emotional connection consumers have with their products through artistic advertising campaigns.
