Developed by Ogilvy & Mather Singapore, the six-month campaign targeted at artists and professional users was unveiled in conjunction with the 100th anniversary of the Polychromos Artist Colour Pencils.
Two art pieces, namely 'The Scream' by Edvard Munch and 'Terrace Café at Night' by Vincent Van Gogh, were created using thousands of Faber-Castell colour pencils—which were used not to draw the images but as the medium.
About 1,176 hours went into sawing, sanding, sharpening, gluing and crafting 125,000 Faber-Castell colour pencils for an art piece, Steve Back, CCO of Ogilvy & Mather Singapore, said.
“This is an established brand," he told Campaign Asia-Pacific. "We want to give it some creativity, bring the brand to life and do it differently. It is a unique way to demonstrate colour pencils. It is launched in Singapore now, and later will be rolled out regionally and globally.”
The video on the making of the art pieces is now showing at the Faber-Castell Boutique in ION Orchard. A total of six art pieces will be created, Back noted, adding that the campaign will be refreshed with a new application by year-end.
“The Faber-Castell Polychromos Artist Colour Pencils feature high-quality leads in 120 shades of color and has been used by artists for 100 years now,” Ivy Ong, sales and marketing manager at Faber-Castell, said. “This is a fantastic idea that is relevant in showcasing the rich hues and tones of our coloured pencils through these masterpieces.”
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