SHARPIE® UNCAPS NEW CAMPAIGN CHALLENGING AMERICA TO IMAGINE A WORLD VOID OF SELF-EXPRESSION
Campaign Starring Series of Blank Canvases to Air on Finales of Dancing with the Stars, Lost, America’s Next Top Model and Gossip Girl
OAK BROOK, Ill., May 17, 2010 /PRNewswire/ — You don’t know what you’ve got ‘til it’s gone. That’s the thinking behind a new integrated marketing campaign from Sharpie®, which poses the question “What would the world be like without self-expression?” The campaign aims to empower people to boldly showcase their individuality with Sharpie, expressing their creativity on everything from skateboards and stadium posters to motorcycle helmets and billboards.
Sharpie’s new advertising campaign, developed by Draftfcb Chicago, depicts a blank world void of self-expression. Colorful print, digital and broadcast advertising shows Sharpie markers adding passion to protest signs, elevating signatures to autographs, transforming scribbles into statements.
The television spot “What Would the World Be Like Without Self-Expression” debuted May 12 during the finale of America’s Next Top Model and will run through June. The campaign roll-out will continue on season finales including ABC Network’s Dancing with the Stars and series finale of Lost. In addition, the ads will run on the CW’s Gossip Girl and 15 cable networks including E!, VH1, ABC Family, TLC, HGTV, Lifetime, BET, MTV and more.
This campaign poses a big question,” said Sally Grimes, global vice president of marketing for Sharpie. “But the ads and the entire marketing effort play off the importance of inspiration and creativity in our lives. Sharpie fans have re-invented the brand as a tool of creative self-expression; the campaign gives us a glimpse into a world void of that creative connection.”
In addition to the 30 second television spot, the campaign’s magazine ads take everyday items and use Sharpie markers to show innovative expressions, including a shark drawn on a fish tank with an unsuspecting goldfish in the bowl, and a Sharpie-drawn smiley face on a sandwich bag giving the sandwich a life of its own. The magazine placements will appear in People, O The Oprah Magazine, Real Simple, Essence, Us Weekly and others.
Uncap What’s Inside
Beginning May 17, Sharpie invites fans to visit Sharpie on Facebook, Twitter and the Sharpie Blog to participate in engaging content around the campaign theme, “What would the world be like without self expression?” Visitors can draw inspiration from Sharpie’s community hub, www.sharpieuncapped.com, where Sharpie fans around the globe come to uncap their imaginations. Sharpie’s online creative hub offers an interactive community where people can seek and share ideas, inspirations and tips using Sharpie markers. Visitors are encouraged to submit images and videos of their Sharpie creations then share them with friends. Each month, Sharpie will select the most inspiring creations to be featured in the showcase section of the Sharpie Uncapped gallery. The site also includes a feature called Web Ink where visitors can virtually interact with Sharpie products to create their own Sharpie art.
Sharpie’s other social media sites include the Sharpie blog (http://blog.sharpie.com), Facebook page (http://www.facebook.com/Sharpie), YouTube channel (http://www.youtube.com/SharpieUS) and Twitter handle (twitter.com/sharpiesusan).
For 46 years, Sharpie has been the popular brand of permanent marker associated with the autograph experience. Newell Rubbermaid’s Office Products Group, maker of Sharpie® markers, is a worldwide leader in the manufacturing and marketing of writing instruments, art products and office organization and technology products, including such well known brands as Paper Mate®, Sharpie®, DYMO® Parker®, Waterman®, EXPO®, uni-ball®, and Rolodex®, among others. Visit www.sharpie.com for more information.