Picture or Drawing

Agency: DAVID São Paulo


A Faber-Castell campaign, created by DAVID São Paulo, has stopped traffic in Brazil. A series of OOH ads were spread across several cities, with the following question: “Picture or Drawing?”

To show the efficiency of its EcoLápis Cor SuperSoft line, the brand invited artists to create paintings to show how art made with Faber-Castell products can be hyper-realistic. Photos of each painting were placed next to each other as a true test.

The mission looks easy, but it can confuse a lot of people. That's what Faber-Castell found out after a poll in the streets. The poll highlights what only EcoLápis Cor SuperSoft are capable of: drawings so realistic they can be mistaken for photos.

The campaign features 5 professional illustrators, including members of Ateliê Aberto, a virtual community created by Faber-Castell on Facebook for art lovers.

Artists Pedro Lopes, Jader Ferreira, Will Costa, Sâmia Escorcio and Gustavo Assarian impress with their hyper-realistic productions. In all, 10 paintings were produced, which promise to confuse the public's mind.

The campaign focuses on digital and OOHs (bus and subway shelters), which will feature art with a simple question prompting the public to guess whether it’s a picture or drawing. People will be able to share their guesses online at, a website created for the project.

This professional campaign titled 'Picture or Drawing' was published in Brazil in January, 2023. It was created for the brand: Faber-Castell, by ad agency: DAVID São Paulo. This OOH Outdoor medium campaign is related to the Other industry and contains 5 media assets. It was submitted over 1 year ago.


Agenvy: DAVID São Paulo
Campaign: Picture or Drawing?
Client: Faber-Castell
Global CCO & Partner: Pancho Cassis
Global COO: Sylvia Panico
ECD: Edgard Gianesi, Renata Leão
Creative Director: Guiga Giacomo
Creative: Guto Merino, Filippe Pacheco
Production: Fernanda Peixoto, Ariama Pereira, Ana Beatriz Duarte
Edition: Silvio Figueira, Ava Silva
Account: Tom Gil, Rodrigo Kozma, Bárbara Maximo
Plannning: Carolina Silva, Júlia Smidt e Aline Nunes
Innovation: Toni Ferreira, Gustavo Nanes
Social Media: Angela Andrade e Beatriz Azevedo
Media: Marcia Mendonça, Renato Gabriel, Mariana Tolosa, Cibele Vilela e Victor Santana
Global PR Director: Sandra Azedo
Client Approval: Flávia Giordano, Marcelo Vecchi, Illana Roque, Deyse Silva

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