The pencil

Agency Network: 
December 2008
Dagens Industri:  The pencil


Print advertisement created by McCann, Sweden for Dagens Industri, within the category: Media.

Advertising Agency: Storåkers McCann, Stockholm, Sweden
Art Directors: Patrik Reuterskiöld
Copywriters: Martin Johanssen, Björn Hjalmar
Illustrators: Patrik Reuterskiöld
Photographer: B-smart
Other additional credits: Nico Paredes, Ylva Krantz, Malin almqvist, Tove Dreiman
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Guest's picture

Nice looking ad!

I read all the copy. Technically, it's obviously very good. It's long and it's copy but that's about it. It felt like I was reading Wikipedia, and while the creative team may think that's a compliment it's not. I didn't feel anything and it didn't endear me to the brand.

I just don't see what pencils have to do with newspapers. Sorry but this idea is weak. Unless you were the proofreader, you wouldn't want this in your book.

TRICKY's picture

this is not an ad this is an ad

"just commenting to gather points i love free drinks"

Activity Score 3794
Creative Director |

The man who stops advertising to save money is like the man who stops the clock to save time

Guest's picture

I`ve read this one too.
nice strategy & art.

Guest's picture

It's not not suppose to sell you the pencil. Its called Information Graphics.

You can usually find stuff like this in newspapers on a saturday. As glossy pull out that you can put on your wall. Its a very well executed piece. It has an intro, a focal point and it draws you attention into the main body of copy.

So i would think before you say "I just don't see what pencils have to do with newspapers" and "Sorry but this idea is weak" WEAK MY ARSE! im sure if you actually studied design then you would know how hard it is to fit 25 pieces of information + onto a piece of A3 paper and make it flow. Get a grip of yourself!

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