Writing instruments into the spot light, in a campaign for Pilot signed by The Geeks

Cristina Blanaru Ads, Creativity

The Geeks launched “Writing instruments with personality”, promoting the range of products sold by Pilot. Campaign’s period is August 22  -September 30.

The campaign includes TV, online and in-store executions, with Starcom MediaVest handling the media planning and buying.

Starting from Pilot products’ characteristics, the campaign brings into the spot light the special relation between the writing instruments and their users. The executions created by The Geeks focus on the small habits that betray the lack of importance given to writing instruments: borrowing, asking for another pen or chewing on the writing tool. The executions create a good context to highlight the quality of Pilot tools.

The teams working on the campaign included:

  • The Geeks: Vlad Petre (Brand Communication Director), Andra Tivichi (Brand Communication Manager), Daniel Harmanescu (Copywriter), Maria Teodorof (Copywriter), Miruna Antonescu (Senior Creative Planner), David Teodorescu (Digital Project Manager), Ion Altieri Constantin (Designer), Stefan Bejan (Designer), Costin Radu (Managing Partner & Head of Creative Planning)
  • Starcom MediaVest: Adrian Vladut (Account Director), Alexandra Iordachescu (Digital Strategist), Manuela Teodora Tutunica (Media Performance Specialist)
  • Pilot: Diana Soare (Brand Manager).

TVCs were produced by Studioset, with Goran Mihailov – director.