Uniball
Print & Digital, Campaign, Stationery
Mitsubishi Pencil (UNI), a renowned Japanese pen manufacturer, embodies the essence of authentic Japanese craftsmanship while consistently embracing a forward-thinking, technologically driven approach. The brand has swiftly adapted to the demands for high-value, distinctive products by placing itself in the customers' shoes, ensuring that its offerings truly meet their needs.
The communication challenge was twofold: firstly, to highlight the brand's authentic Japanese manufacturing prowess through a print campaign, and secondly, to stand out in a cluttered market, which often focused solely on attributes like grip, smooth writing, and fine tips. Our goal was to elevate the UniBall Eye pen as a symbol of Japan's esteemed pen-making heritage, capturing the essence of Japanese mastery in every stroke.
Drawing inspiration from contemporary market trends, we decided to differentiate the UniBall Eye pen by shifting the focus away from its features. Instead, we emphasised the Japanese craftsmanship that defines the brand. Thus, the campaign "Japan at your fingertips" was born. The concept was to position the UniBall Eye pen as a conduit for experiencing the essence of Japanese artistry. By incorporating iconic Japanese cultural symbols—such as chopsticks, a traditional hand fan, and a Japanese umbrella—we visually communicated the pen's deep-rooted connection to Japanese heritage. The entire campaign was designed to showcase the UniBall Eye pen as an authentic piece of Japanese engineering, akin to how German engineering is synonymous with robust, classic automobiles.
