Global brand campaign: Faber-Castell champions creativity and empowerment

Faber-Castell aims to motivate people to express their creativity and individuality with high-quality and innovative products for painting, drawing and writing. A lot of people are held back by a lack of belief in their own abilities. The new global brand campaign, “Creativity in your hands”, aims to strengthen their confidence in their own creativity.

Everyone is creative in their very own way, but a lot of people are held back by societal norms and aesthetic expectations that inhibit them from developing their creative potential. The Faber-Castell campaign, ‘Creativity in your hands’, encourages people to thrive in their self-expression and shows them the multitude of ways and forms in which creativity can be expressed.

Empowerment through creativity

The core messages will be told with strong audiovisual storytelling in the form of short videos about various characters on social media platforms. These short clips arouse curiosity about the whole brand film. Here, all kinds of people, from young to old, in everyday situations, overcome a lack of confidence in their artistic abilities, finding the courage to express themselves creatively. The central message is that creativity is multifaceted and very individual and that it greatly supports people in their personal development.

This core theme is brought forward in the following two phases of the campaign. In the second phase, colourful and sometimes humorous video and photo self-portraits of different people are shown under the heading “Your expression. Our tools.” The third phase shows how two people can express the same message using very different ideas, styles and tools, with the motto “Many ways to get creative.”

Brand building as a strategic focus

Faber-Castell has already demonstrated the great importance the company puts on the promotion of creativity as an essential fundament of its primary mission through its collaboration with artists, numerous social sustainability projects in schools and kindergartens, and the establishment of its own academy.

"Creativity in your hands" now underpins this commitment with strong, emotionally grounded visual communication. With these priorities in mind, Faber-Castell is placing its strategic focus on brand building and the further development of product marketing.

As a companion for life, Faber-Castell can communicate about different aspects of its broad product portfolio with a variety of target groups from early childhood to creativity in adulthood, from creative and personal development to professional artistry.

This is the company’s second global positioning campaign and follows on from “Change needs creativity”, which has focused on the topic of sustainability since its launch in 2022 and continues to run in over 20 countries.

Over the last two years, the claim "Creativity in your hands" has been successfully used in Brazil, which is one of Faber-Castell's largest international markets. The new brand campaign was developed by ‘540 Tage Liebe’, the creative and campaign brand at the communication and advertising agency Profilwerkstatt in Darmstadt, who also designed the campaign "Change needs creativity".

From April 2024 onwards, the new campaign will be played out in three phases, globally 360° in social media, at the point of sale, out-of-home and other channels, and will be accompanied by targeted internal communication activities. The primary target groups are consumers, customers, and employees.

Info about the campaign

Concept:540 Tage Liebe (Profilwerkstatt), Darmstadt

Channels:360° (among others, social media / PoS / OOH / internal communication)

Media:brand film, short videos about the characters and core messages of the brand film, videos and photos on campaign mottos.

Duration:In three phases from April 2024 onwards

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