2017 Winners & Shortlists

The Campaign

Though furniture designers use CAD software for their designs, the initial ideas still take shape on paper as a first rough sketch. To get designers to use a finish that’s alien to them, Jotun made it feel completely natural. They introduced the Powder Coating Pencils, custom colored pencils that match Jotun’s latest powder coatings. And they wrapped them in a familiar way - a custom pencil case. Sent as a targeted DM to furniture designers around the world, it came with brochures inspired by their own sketch pads and samples that show what powder coating adds to their designs. With custom pencils, for the first time ever, furniture designers could try finished looks on their first sketches. And Jotun Powder Coatings were part of their design thinking before they considered established options. It was a product they didn’t know, but it was delivered in a design language they spoke fluently.

Creative Execution

Realising the Powder Coating Pencils was an 8-month process that brought together producers and suppliers in the UAE, the United States, Mexico and China. In the end, we received 26,000 pencils to produce 1,000 units unlike any collection of colored pencils ever produced before. All of the design elements of the final unit were inspired by the rough sketch style of furniture designers and even the choice of materials reflected that. The included brochures are made to resemble sketch pads in their feel, use and appearance.

Results

The Powder Coating Pencils prompted a double-digit incremental lift in response, to an industry-leading 15% response rate. Not only have furniture companies shown interest in finding out more about using powder coating, one company is even investing in modifying their application lines to be able to use Jotun Powder Coating for their upcoming collections.

To put powder coatings in the minds of a highly targeted audience of furniture designers, The Powder Coating Pencils put the product itself in their hands. It made an alien finish, a natural part of their design process. More than just raising awareness or pushing benefits, the Pencils gave our audience a role to play in engaging with and understanding the value of powder coatings. Direct gave Jotun the opportunity to connect with a brand new audience in a way that is immediate, personal and long lasting.

Though furniture designers use CAD software for their designs, the initial ideas still take shape on paper as a first rough sketch. To get designers to use a finish that’s alien to them, Jotun made it feel completely natural. They introduced the Powder Coating Pencils, custom colored pencils that match Jotun’s latest powder coatings. And they wrapped them in a familiar way - a custom pencil case.