PRINT STRATEGY
The print campaign lives in teen, beauty, and lifestyle magazines and includes a scratch-to-reveal element that mirrors the campaign's core idea. On the surface, the ad looks like any other with a polished, skincare-inspired visual making the case that drawing is self-care. But scratch away the coated layer, and something shifts. Underneath is a glimpse of what's possible with Staedtler, a reminder that creation is just beneath the surface, waiting. It's an interaction that doesn't just communicate the idea of connecting with something real, it actually makes the reader feel it.