PARKER PENS - THE SIGN THAT SPEAKS

Work done for the Luxor group at Lowe Lintas

Challenge

No one carried pens around anymore. Pockets and purses held smartphones instead. People didn’t see a reason to buy branded and more expensive pens, like the ones made for over 120 years by Parker.

Strategy

We moved away from what makes Parker as a writing instrument better, or what made the brand more influential. Instead we took a bigger stand. Not just for Parker, but for the category. Signatures are a key part of significant life events. When people sign it isn’t just putting a name to paper, these signatures are meaningful and often life changing.  They are signs that speak. That’s what we wanted Parker to be associated with.