Mighty Artline Alters The Everyday

Pelikan Artline in Australia is running “The Mighty Artline”, an integrated advertising campaign using television, print and online work to demonstrate how perceptions of the everyday can change at the stroke of an Artline pen. Six 15-second television commercials, online at themightyartline.com.au and YouTube, include a vulture symbolizing the probable fate of a lone smoker; the instant transformation of an ugly urban environment and frying pans highlighting the danger of excessive sun exposure. Visitors to the Mighty Artline site get a chance to add their own visual commentary to a suite of images from the campaign, as well as upload and adapt their own images, as part of a fun way to interact with the Mighty Artline brand.

Mighty Artline Urban Jungle ad

Mighty Artline Vulture ad
Mighty Artline Mum
Mighty Artline Theatre
Mighty Artline Inspiration Room

Click on the image below to play the Mighty Artline 999XF (Angel Mum) video.

Click on the image below to play the Mighty Artline Eco-Green video.

Click on the image below to play the Mighty Artline 90 (Busker) video.

Click on the image below to play the Mighty Artline 200 (Earphones) video.

Click on the image below to play the Mighty Artline video.

Click on the image below to play the Mighty Artline Clix (Beach) video.

Click on the image below to play theMighty Artline 70 (Smoker) video.

Julian Watt, executive creative director at George Patterson Y&R, explains some of the thinking behind the campaign. “Out of awareness comes change. The campaign is there to provoke thought, and show how a few strokes of the right Artline pen can lead to powerful expression, and ultimately change. Philosophical and deep indeed. The owls are not what they seem.”

Mighty Artline Credits

The Mighty Artline campaign was developed at George Patterson Y&R by executive creative director Julian Watt, creative team David Joubert and Bart Pawlak, agency producer (TV) Honae MacNeill, digital art director David Jackson, planners Moensie Rossier and Michael Brown, account managers Cormac Stanford, Aaron Swan, and Pelikan Artline marketing team Adam Coleman and Debbie Amiradaki.

Filming was shot by director Gemma Lee via Taxi Film. Post production was done at Fuel VFX. Sound was designed at Nylon Studios.