Austin Lane


Pentel writing instruments are known for Japanese quality, engineering and style, and loved by those who know them. But as a challenger brand in a crowded category against Goliath competition, Pentel needed to increase brand awareness and increase trial to make an emotional connection with consumers.

To showcase the “quality point” features of Pentel pens and pencils, we went to the streets to give consumers a chance to share their own handwritten bold, fine and colorful points. Our interactive kiosks allowed consumers to transmit a handwritten note to the world, while receiving a Pentel pen in the process.

Creative Direction  //  Art Direction