2018 Print & Outdoor Craft

JOTTER LONDON

ClientPARKER PENS
Category A01. Art Direction
TitleJOTTER LONDON
Product/ServiceFINE WRITING PENS
Entrant SPLASH WORLDWIDE London, UNITED KINGDOM
Idea Creation SPLASH WORLDWIDE London, UNITED KINGDOM
Production SPLASH WORLDWIDE London, UNITED KINGDOM
Credits
Name Company Position
John Fairley Splash Worldwide Creative Director
Nick Page Splash Worldwide Account Director
Justin Barton Justin Barton Photography Photographer
Mark Rossiter Splash Worldwide Head of Production
Jeremey Whitehead Splash Worldwide Head of Studio/Retouching

Cultural/Context information for the jury

Parker Jotter caters to the everyday young, lively, individual, looking to take their first steps into the fine writing category. The task was to amplify the reach of Parker Jotter through new creative to increase impact and drive awareness and trial for the 18-30 years old. Each Jotter pen is named after a different London address. The resulting creative displayed a Union Jack. 'Jotter London' became the hook that linked the visual with the image and 'Just A Click Away' became a simple sign-off that eluded to the famous Jotter pen 'click' also encouraging people to discover. The creative was transformational for the business, resulting in Parker changing their Jotter packaging to reflect the creative. As well as POS, print and digital amplification of the idea, Parker leveraged the creative and produced their first TV commercial for several decades.

Translation.

Parker Jotter caters to the everyday young, lively, individual, looking to take their first steps into the fine writing category. The task was to amplify the reach of Parker Jotter through new creative to increase impact and drive awareness and trial for the 18-30 years old. Each Jotter pen is named after a different London address. The resulting creative displayed a Union Jack. 'Jotter London' became the hook that linked the visual with the image and 'Just A Click Away' became a simple sign-off that eluded to the famous Jotter pen 'click' also encouraging people to discover. The creative was transformational for the business, resulting in Parker changing their Jotter packaging to reflect the creative. As well as POS, print and digital amplification of the idea, Parker leveraged the creative and produced their first TV commercial for several decades.