For the Humble


Dixon Pencils 
The ask: build a campaign around the most mundane product possible.

Insight: Using a pencil as an adult is a deliberate choice. Pencil users choose a medium that isn’t permanent because they’re humble enough to know they’ll make mistakes.

Idea:
Build an identity around pencil users, highlighting their humility. Build a counter identity for their opposites— the overconfident pen people.
 




Wheat pastings, street level ads. 



Poster placed outside grocery store, with free pencils and notepaper.




     

Youtube bumper ads. 






If there’s a story you’d like to tell together, reach out to sara.karma@gmail.com for freelance inquires.