The setting: Although Moleskine notebooks are the heir and successor to the notebook used by the likes of Vincent Van Gogh, Pablo Picasso, Ernest Hemingway, and Bruce Chatwin they peaked in popularity in the 90s and early 2000s. Moleskine notebooks had a cult following and set themselves apart as “a book yet unwritten.”
Today, with the advancement of technology and the growing popularity of various drawing and note-making apps Moleskine notebooks still remain the prized possession of a very niche audience. How can Moleskine revive and remind people of the wonder of non-technological creativity through an ad commercial?
The insight: It is hard to lie on paper.
When you commit to putting pen to paper you can rest assured
that what you write stays only on the piece of paper.
It is your safe space.
There is no breaking of trust, no one talking about your secrets, and no leakages.
You can be true to yourself and true to the paper you use and
create space for your stories to live you.
Creative Campaign: Just between me and you.
People only use 25% of their mental capacity when they listen because"thought speed" is faster than how fast you speak that's why your mind can wander off when you listen to people but when you write you tend to slow down, collect your thoughts, as you go and focus on the task at hand and so writing, calms an anxious brain and brings tremendous clarity and that clarity births greatness.
The wonder of non-technological creativity
What I did: Ideation+ Writing + Direction
Script Editor: Keith Wang