Waterman positions new Blue Obsession pen range as a work of art in international marketing push
Luxury pen brand Waterman has marked the launch of its new collection with a global campaign that portrays the Blue Obsession range as a work of art.
Targeting Waterman’s style conscious audience creative agency BBH London commissioned photorealistic artist Dirk Dzmirsky to create a captivating piece of art using the Blue Obsession range of pens.
The campaign borrows cues from fashion advertising to appeal to a style conscious audience and is based on the idea that people use objects to express their identity, heroing the pen’s ability to demonstrate self-expression.
Dzmirsky’s artwork has since been debuted at events in Tokyo and Paris, Waterman’s key markets, with the brand now offering people the chance to win the art and the pens that made it through a point of sale competition.
In addition to the point of sale activation supporting PR, digital outdoor, online film and social media, all created by BBH with local partner support, will run to promote the Blue Obsession range.
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Bartle Bogle Hegarty is a Global advertising agency. Founded in 1982 by British ad men John Bartle, Nigel Bogle, and John Hegarty, BBH has offices in London, New...
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