Dismayed by the unreliability of the pens back in 1888, George Safford Parker experimented with ways to prevent ink leaks while creating fountain pens that would live through ages, trends and generations. Parker eventually became one of the world's premier pen brands, and one of the first brands with a global presence.
For the handwriting aficionados, a Parker pen is more than a performant lasting object; it is a vehicle, one that transports thousands, millions of words, ideas and emotions over to the future. We write - not just to leave something behind us, but to welcome and to guide generations that are ahead of us.
Verba volant, scripta manent - spoken words fly away, written words remain.
With the “Words for the Future” campaign and heritage exhibition launched in Shanghai in January 2013, Parker celebrates along with their 125 years the immortal power of the written word.
Multimedia activation campaign with Saatchi & Saatchi Switzerland.
A dedicated anniversary identity has been created, to be used internationally during 2013.
Print campaign and exhibition portrait gallery
Shanghai Exhibition settings
"The Gift" print & outdoor campaign
After their 2013 Anniversary campaign launch, Parker wanted to continue communicating around their 125th anniversary and their endless quest for innovation.
The Parker pens that we know and use today are the fruit of 125 years of efforts and innovation, and of one man’s dream. In his quest to perfect the fountain pen, George Parker made timeless objects - built with passion ever since 1888, crafted to perfection and adapted to the needs of the modern user.
The print and outdoor campaign developed with the Saatchi & Saatchi Switzerland team and Artbox Netherlands illustrates the making of the classic Duofold pen and of Parker’s latest creation: the cutting edge hybrid Ingenuity.
The campaign launched simultaneously in Australia and Japan and won the Tokyo Press Award in 2014.
Press and in-store campaign with Saatchi & Saatchi Switzerland and Artbox.
UN Stigma ST2011 multimedia campaign
There was evidence that HIV-related stigma still existed in the UN workplace.
Stigma was leading to people with HIV denying themselves the crucial time off, treatment or worse still, employees that were just too afraid to discover their HIV status. This led to the powerful insight that stigma was as big an epidemic as HIV itself and potentially even more harmful than the HIV virus to people’s health.
To support the campaign idea of the epidemic, an EPIDEMIC ALERT was set: ST2011 (Stigma virus, 2011) warnings were placed in the UN buildings on the day of the launch (June 8, 2011). Material such as roll-up banners, posters, flyers & police tape gave the impression of arriving somewhere in quarantine. This feeling was further supported by an intranet warning that appeared when logging into the computer and bathroom stickers warning employees to wash their hands (echoing an existing belief that the HIV virus may spread by a simple touch).
Material to spread the knowledge about the epidemic and the harm it does was then available through a website where the material to show support could be downloaded and information about HIV could be found.
The campaign was launched simultaneously on June 8, 2011 in over 40 countries by the UN system, eventually reaching over 70 throughout 2011 (all campaign materials have been made available in English, Spanish, Portuguese, French and Arabic). It was supported by 15 UN organizations from Headquarters.
Head & Shoulders Print and Outdoor campaign
Head & Shoulders has been solving dandruff problems since 1961.
The 3 executions of the campaign illustrate the benefit of using Head & Shoulders shampoo by cancelling dandruff-like dust & scratches areas from vintage photographs of woman, boy and man so that their hair looks restored and beautiful, dandruff-free.
Each execution displays different type of scratches and vintage-styled signatures “Since 1961” matching the type of photography (fashion and lifestyle magazine, college picture, black & white newspaper portrait).
Art direction and graphic design with Saatchi & Saatchi Romania and Carioca.
Ariel print campaign
Ariel EnzyMax contains a unique stain removing enzyme complex and provides the best cleaning results as it is designed to remove extremely tough stains.
The brief for “Unsew” campaign was to demonstrate the power of Ariel EnzyMax to remove dried-in stains. Absorbed deep in the fabric, the coffee, grass, mustard and ketchup stains are illustrated as sewn shapes that are about to be undone.
Print campaign with Saatchi & Saatchi Romania and Saatchi & Saatchi Switzerland for Procter & Gamble Dubai.
Deforestation is one of the ecological crises of our time. The Greenpeace brief was to communicate the irreversible, disastrous environmental consequences of cutting down our remaining forests.
Outdoor campaign with Saatchi & Saatchi and Carioca, for Greenpeace Romania.
Silver award at the London International Awards 2009.
Brand communication strategy & design
100 years after their birth back in 1915, Caran d'Ache decides to consolidate their brand identity by unifying the 3 product categories in their portfolio - colour, office instruments and fine writing - under a unique logo and signature, as part of the brand's global expansion strategy.
My mission was to secure the strategic front and liaise with the Maison's branding agency during the completion of the branding phase, while delivering a clear brand architecture and positioning statement, content and design elements to support the strategic proposals and the making of the brand book.
Except for the Caran d'Ache logo, these are samples of the strategic and design work I've done during my 5 month assignment.
ZOO Bucharest / Rebranding & advertising
The Bucharest Zoo was struggling with a false perception: people believed that zoo animals weren’t taken well care of and that the whole park would be a sad place. In reality, nothing could have been more wrong. Our challenge at Saatchi & Saatchi was to determine people to visit the Zoo.
In the name of love (for animals), a new identity and a poster campaign were created.
Postcards were sent to journalists, VIPs, opinion leaders and general public.
One month after the launch of the campaign, the number of visitors of Bucharest Zoo tripled.
Probono campaign developed with Saatchi & Saatchi Romania and produced entirely inhouse.
Le museum restaurant montreux
Le Museum Restaurant in Montreux is a traditional swiss restaurant specialised in charbonnades and fondue.
The premium restaurant placed in the old city and serving traditional food made exclusively from local produce had a reputation in the region, yet needed an image lift in order to update their appeal to the local and international clientèle.
Branding project, 2016
BRAND SIGNATURE AND PRODUCT CAMPAIGN
The Carl F. Bucherer brief was to develop a compelling campaign that would amplify their positioning as an international luxury brand, appealing to visionary individuals who change and influence their time.
... What is Time?
For some of us, time is energy. Motion. Movement. This energy carries us through life; it forms us, sculpts our faces, bodies and personalities. It is the essence of who we are. One can choose to let this energy chaotically take over, or be at the centre of it, to purposefully guide it with a clear vision.
When one wears a CFB watch around the wrist, they’re physically inside the watch’s bracelet, they’re the axis and the heart of the movement, and of time. And while Carl F. Bucherer's manufacture and headquarters are in Luzern, at the heart of Switzerland, the brand signature became evident.
This is the idea around which I designed the material below for the CFB pitch presentation with Saatchi & Saatchi Geneva.
Voltaren "Transformers" print and poster campaign
Voltaren is the number one muscle and joint pain reliever.
The campaign idea for Voltaren uses the insight that people cause themselves pain and physical damage when doing things they’re not supposed to do. This simple yet powerful insight became the headline of the campaign: “Because we do things we’re not built for”.
Print and poster campaign with Saatchi & Saatchi Switzerland and Carioca for Novartis.
new Walkman print campaign
The new Walkman W705 with Clear Audio System promised the perfect audition with no sound leaking.
With Sony Ericsson Walkman on, you simply turn what surrounds you into your personal music studio, while you enjoy the purest sound.
Print campaign with Saatchi & Saatchi Bucharest, Saatchi & Saatchi Frankfurt, and Carioca.
Codethic & B Lab Europe Co-branding Project
B Lab is a nonprofit organization that serves a global movement of people using business as a force for good. Its vision is that companies compete not only to be the best in the world, but the best For the world.
Codethic is the Swiss Country Partner of B Lab Europe and offers strategic guidance and support for all Swiss companies and organisations in their efforts for sustainable development.
This is a rebranding and co-branding project for Codethic and B Lab Europe. It is followed by a sustainable development poster series by Codethic for Course de l'Escalade.
Logo - before and after
Business card (front and back) and electronic signature
Codethic & Course de l'Escalade
Mr. Bricolage print campaign
Mr. Bricolage brought the Do It Yourself concept to Romania in the years following the fall of the Communism. For the brand launch, they needed a simple yet thought-provoking communication idea around the DIY concept, underlying the one great advantage of buying from Mr. Bricolage - that of receiving precious advise, without which small domestic disasters may happen…
Fenistil Gel "Skin Sensations" print & outdoor campaign
The 4 executions of the campaign - "Tickle", "Burn", "Scratch" and "Sting" - highlight how Fenistil soothes irritated skin from insect bites, itching and burning.
Skin discomfort and problems are taking surreal proportions while the gel becomes an "ad hoc" solution.
Campaign created with Saatchi & Saatchi Romania, Saatchi & Saatchi Switzerland and Carioca.