“Upon the release of their new product - a twin tip marker (combining the broad felt tip and fine point into one pen), Sharpie are looking to develop an advertising campaign to appeal to a tertiary student/adolescent demographic.”
Understanding the target audience was the driving force behind this advertising campaign, which I understood naturally as I was apart of it. The core of the concept was that the twin-tip marker gave you access to more detail at your fingertips. For me, Sharpie pens always had a strong link to creative process and bold illustrations, so I decided to incorporate a hand drawn element. The next step was to create relevance for the target audience, an age group that is becoming sexually inquisitive.
