Staedtler The Ultimate Pencil

Staedtler Japan and Dentsu have won a number of awards for “The Ultimate Pencil”, an integrated advertising campaign promoting the Mars Lumograph fine pencil. Still photography was used to capture the process of drawing two fine illustrations, “Old Man” and “Flowers”. “Flowers” was designed to portray fleeting beauty. “Old Man” was designed to show each and every wrinkle on the face of a man who has lived a long life. The material was then produced and published in the form of graphics, television commercials and a book. The campaign won a Gold Design Lion at Cannes International Festival of Creativity 2013, and Gold Print Lotus awards at Adfest 2013, Silver Branding at the 2013 Art Directors Club Awards.

Staedtler Ultimate Pencil Old Man

Staedtler Ultimate Pencil Flowers

Staedtler Old Man Faces

Staedtler Ultimate Pencil Book Pages

Drawing Book of Staedtler

Staedtler Lumograph Shop

Staedtler Ultimate Pencil Man Flower Graphics


The Ultimate Pencil campaign was developed at Dentsu, Tokyo, by creative director Sinya Nakajima, art director, designer and illustrator Hideto Yagi, copywriter Dai Hirose, art director/designer Kozue Kojima, and planner Koumei Baba,

Filming was shot by director Shinya Nakajima via Tohokushinsha Film Corporation with director of photography Rui Okada, producer Koumei Baba, sound designer Tatsuya Yamada, production manager Shin-ya Nakajima, gaffer Takenori Higashimoto, editors Tsutomu Miyazaki and Katsuya Oota, and music composer Tatsuya Yamada.

Photography by Takaya Sakano and Rui Okada was retouched by Yosuke Mochizuki.