Staedtler Where It All Begins

Staedtler ran a print campaign in 2012 featuring three pencil tip sculptures, “Church”, “Chair” and “Car”, with the tag line, “Where it all begins”. The campaign has won gold and silver for illustration at the 2013 Andy Awards held this week. Leo Burnett Hong Kong, the agency behind the campaign explains their thinking. “More and more, the younger generation has succumbed to the convenience of digital technology and forget the more inspiring way of generating ideas – pencil sketching. Staedtler intends to revive the memory in people of where designs originally begin – a sketch pencil. By borrowing classic design icons in different categories, we show how these classic designs were born from pencil sketches, magnifying and crafting Staedler’s pencil tip graphite into microscopic miniatures of these icons.”

Staedtler Church

Staedtler Chair

Staedtler Car


The Staedtler campaign was developed at Leo Burnett, Hong Kong, by executive creative director Connie Lo, creative directors Miranda Shing, Adrian Lam, copywriter Fanny Lau, art director May Chan, creative director/copywriter Wen Louie, photographer Stephen Cheung and retoucher Henry Chan, with inspiration by Dalton M. Ghetti.