The year: 1912. The place: Fort Madison, Iowa. Walter A. Sheaffer takes his grand idea of a pen-filling apparatus that utilizes a lever system and, with his life savings, founds the W.A. Sheaffer company. The physical space of the company is a modest one; “the backroom of Mr. Sheaffer’s jewelry store” but the vision of the company is much more than modest. Nearly a century later, we continue to offer generation after generation innovative, reliable and stylish writing instruments. These pens are used worldwide by loyal and diverse friends who appreciate elegance and class. We look back to the nostalgic past, to simpler times when a look in the eye and a hand shake was the norm. We look to the abundant future, by redefining the fashion of written communication in our technological world. You have a signature. And Sheaffer gives you the power to show the world what it is.
Case Study #1: (Skip to Case Study #2)
Sheaffer – Memories
To produce a TV commercial for Sheaffer’s 100th anniversary which would portray Sheaffer pens as universal gifting products, targeting multiple age groups, life events and cultures for an international campaign.
Developing a concept which appeals to numerous target groups
Sheaffer’s 100 year anniversary TV campaign on Euronews lead to four seasonal campaigns the following year for Eid, Diwali, Christmas and New Year.
Case Study #2:
Sheaffer – Life stories
Following the success of the 2013 & 2014 campaigns, Sheaffer instructed Universal to produce and execute a TV campaign which showcases Sheaffer pens as integral tools throughout life events, once again targeting a universal audience.
Identifying and showcasing multiple life events that allow for strong product placement within creative.
Universal created two “life stories” TV commercials for two seasonal events, Father’s day and holiday season. Universal planned and executed global TV campaigns on Euronews for both seasons, retaining audiences that had been pre-engaged with Sheaffer’s 2013/2014 campaigns.