Cicero’s Pencil Heads

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This is definitely a clever advertising campaign for political magazine, Cicero. “An artist [Ragna Reusch Klinkenberg] carved the heads of top-politicians into the tips of CICERO pencils creating unique sculptures. After [they] handed some pencils to real politicians, [they] targeted the media-world. Instead of mass-mails [they] located the 7 key media buyers and sent them other pencils in premium boxes.” [1]

Read about the results of the campaign (published at Cannes Lion):

Out of the 7 people we approached, 5 responded personally to the magazine, expressing their gratitude for the special gifts they received. In hard facts the inquiries for ad space increase by 24 %, the bookings increased by more than 17 % and the image of Cicero within the media-world was sharpened and upgraded by word-of-mouth. Every pencil cost us 300 € in producing and just 20 € in shipping. So for the investment of 320 €, we created a mark-up in media-spendings worth 56,695 € per issue.

Client: Ringier Publishing
DM/Advertising Agency: Munich, Germany
Chief Creative Officer: Alex Schill
Executive Creative Director: Matthias Harbeck
Creative Directors: Oliver Palmer and Alexander Rehm
Copywriters: Augusto Moreno dos Anjos and Martin Magnet
Art Directors: Felipe Cury and Therese Stüssel

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Account Supervisor: Markus Koch
Photographers: Thomas Koller and Sebastian Scharnagl
Artist: Ragna Reusch
Graphic Designer: Thomas Ardelt

1. "Pencil Heads, Describe the creative solution to the brief/objective." Cannes Lion. Retrieved on July 6th, 2011.

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Adriana de Barros

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Adriana is the Webby Award-winning designer, editor of Scene360 magazine, and author of "Tat'oo" book. Acquiring 20 years of writing experience in fine arts, Adriana has dedicated her time to documenting tattooists' lives and work and publishing on Inked, Skin Deep, Tattoo Life, and more. Follow the author @ Instagram and view more articles.