The relationship between hand and pencil is a peculiar one. You may not think about it much, but when forced to use an unfamiliar pencil, it's almost like talking with a stranger. It's impossible not to pick favorites in life. And the same goes with writing utensils. Everyone has their go-to brand. For me, Paper Mate was always that brand. From Elementary through College, Paper Mate always had my back (our hand I should say). So, I thought it would hilarious to exaggerate that special relationship in a unique and memorable way.
TARGET MARKET: Students 12-24.
STRATEGY: Create a comedic campaign that showcases the unique relationship between hand & pencil.
SWEET SPOT: Your perfect mate is Paper Mate.
TAG LINE: Others Just Don't Match Up.
MISSION: One TV spot, Google Page Takeover, Twitter GIF/Tweet, and 2 Tinder Ads.
