START BEGINNING

PROBLEM
STABILO is one of the world's leading manufacturers of writing instruments, best known for its high-quality pens and pencils. But the market is shrinking, due to the increase of digital tools. And the brand does not differentiate itself sufficiently from the competition. How can we add long term value to the brand and improve brand and sales performance?




SOLUTION

Long term brain research shows that our brains are hardwired to work together with the fine motor skills of our hands. Hence it turns out that the brain can’t do without this manual link. The slow process of constantly trying, failing, and practicing with pens is essential for people of all ages. That is why we inspire everyone to Start Beginning. Every book, painting, film, and scientific breakthrough, it all started with a thought scribbled on a piece of paper. All the people we look up to once began. Beginning is the most beautiful moment of every process, and in a way everyone is a beginner.

CREATIVE
We worked with beginners from all over the world: from an enthusiastic child to a professional and established artist. We asked each of these beginners to create something with some words of the START BEGINNING manifesto. The footage we received back was used to create the campaign. It forms the basis of a long-term, global, modular campaign with hundreds of assets; long, medium and short format video, print, OOH and more.