lundi 8 septembre 2014

Faber-Castell's Graphite Aquarelle, "Just Add Water" campaign (illustrator: Redmer Hoekstra)

OgilvyOne Hong Kong has revealed "Just Add Water", a print ad campaign for Faber-Castell's new pencil collection, Graphite Aquarelle. The new water-soluble graphite pencil allows artists to turn sketches into stunning watercolour paintings by simply adding water with a brush.

Collaborating with Netherlands-based illustrator Redmer Hoekstra, a series of 3 illustrations using Graphite Aquarelle have been created, demonstrating the pencil's quiet power. Each sketch illustrates a two-dimensional world, with a simple object above water and magical watercolour scene beneath the surface, illustrating both techniques created by the same pencil in one single artwork.

"The juxtaposition of two worlds allows us to demonstrate the pencil's dual power," said Nicoletta Stefanidou, Creative Director, OgilvyOne Hong Kong. "Working alongside Redmer Hoekstra, we have brought Graphite Aquarelle to life, with remarkable artwork. It's not often that you're able to literally use the product to create the ad."

OgilvyOne’s campaign will be launched both in-stores and in selected OOH locations around Hong Kong, as well as online.

Faber-Castell's Graphite Aquarelle tutorial: 

About the illustrator:

Redmer Hoekstra (born 1982) graduated from the Art Academy in Zwolle (Netherlands) as a visual artist and illustrator in 2009 .

"I've always loved alienation and fantasizing, daydreaming. As a child I had all kinds of theories about how
the world worked. At the Academy I was able to rediscover this and process this in to my work. How things work is a fascination of mine and in many drawings you can find this. I open up appliances and objects and freely change what is inside . Often a subject gets a completely different feeling or meaning. I play with form, meaning and function, while new combinations arise. Often surprising, strange and funny but also with a strange kind of logic, a fantastic and surreal world. I find my inspiration riding the train or on the road, where my mind can float through the landscape and new connections between things appear. A philosophical view of the world and myself .
Who am I?
What is my reality and how do I get to decide how it looks and works?
They are pen drawings on paper. I work with fine liners . By shading I create light and space, which gives a drawing life. It is important to draw as realisticly as possible, to make the alienation most powerful. It’s a laborious and almost artisanal technique. A drawing on average takes 32 to 40 hours

Redmer Hoekstra's website:

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