Listening to the sound of writing with ballpoint pens, Caran d’Ache noticed that the differences between each letter’s shape and number of strokes led to different sounds. The brand built on this by developing combinations of letters that sound like passages from classical music pieces. For example, writing the letters ‘vivid, vivid, vivid, color!’ sounds like a passage from the famous ‘Gavotte’. Why don’t you play the pen?
Creative Credits:
Ad Agency: I&S BBDO, Tokyo
Senior Creative Director: Shinichi Ikeda
Creative Director/Art Director: Hiroyuki Nakazato
Creative Director/Copywriter: Takahiro Sakai
Communication Director: Daisuke Sasaki
Planning Director: Tomohiro Hikami
Senior Planner: Hironori Ogata/Tsubasa Tanaka
Planner: Tatsumasa Koson
Media Manager: Daiyo Tadokoro
Account Director: Toshiyuki Nemoto
Senior Account Executive: Yasuaki Inada
Account Executive: Aoi Baba
Producer: Hideaki Toshikuni/Koumei Baba
Production Manager: Keisuke Matsumoto
Director: Kentaro Osawa
Camera: Shinji Kawai
Light: Hiroki Mae
Music: Mutsumi Hamano
Editor: Kentaro Osawa/Mariko Kataoka
Mixer: Shigeru Fujibayashi