This is one of those projects that’s gratifying in so many levels, combining bold visual style, cutting-edge technology and, more importantly, a noble cause.
Lobo, with the help of their new division, Lab, dedicated to digital media, brought to fruition the campaign created by DAVID to promote Faber-Castell’s EcoPencil line, made of 100% reforested wood.
Comprising a TV and online ad and a mobile app, the communication shows the pencils transforming into 13 different animals from the Brazilian fauna, conveying the idea that the EcoPencil line not only helps preserve the trees, but also the whole ecosystem that depends on them.
To use the AR app all the child has to do is point the camera on her cell phone or tablet at one of the brand’s pencils, and a 3D animal appears according to the color of the object, along with information about its species. It’s also possible to paint the animals to give each of them a unique appearance, giving the child the opportunity to assemble her own customized, playful and informative collection.
