Connectedness in times of social distancing
Relevance never felt more tangible.
To create visibility and activate the target audience, we looked for a way to respond to demand : staying in touch during a time of social distancing. We managed to convey that sentiment by means of recording real life videos of actual people. That made the videos sincere and powerful. We eased the role of edding and its chalk marker to the background. edding served as a facilitator of contact rather than as protagonist. The content was widely supported because of its societal character, sincerity and recognizability.
The goal was to active and stimulate the target group to make window drawings with a positive message and share these on social media. This way we could use the power of micro influencers. This resulted in user generated content which was another important objective for edding. Despite the very undesirable situation, the relevance of the edding brand never felt more tangible. The campaign had to generate positive brand awareness with edding as the facilitator of creative connectedness.