And it made click!
We found a universal insight for a multinational roll out.
Client:
Parker Pens
Category:
TV & Web
Country:
US, UK, China, Japan
From flick to focus.
Before capturing ideas we all have a different ritual to stimulate our thinking: some people swing their pen like a pendulum, others might twirl it between their fingers, everyone has their own rhythm of thinking and their own rhythm of writing. Similar to those rituals, the Parker Jotters iconic ‘click’ helps us to bring “focus through momentary distraction” and in doing so, organise our thoughts and ideas throughout the day.
The launch of the
TV campaign was supported by a
digital Webspecial experience.
The inspiration
behind the campaign.
This campaign came from a pretty relatable place. We were brainstorming ideas for the briefing, and naturally, pens got involved. Someone was flicking theirs, another was spinning it, and another was drumming it.
At first, it seemed random, but then we realized, those little rituals weren’t distractions; they were part of how we focused and thought things through.