General’s #2 Cedar Pointe Pencil

As part of a portfolio class that I took in the fall of 2020, my peers and I were tasked with a simple objective– market General Pencil Company’s #2 Cedar Pointe pencil to Generation Z artists, writers, and just all-around pencil users.

But who really thinks about pencils? Furthermore, does a generation raised on the internet even use them?

My team members and I thought so. But not in the ways you might think. The general truth to this campaign–which we had discovered early on–was that General Pencil, a heritage brand out of New Jersey, makes pencils for artists. We designed this campaign around the idea that members of Generation Z that aspire to become masters of their artistic craft should be able to rely on a product that has been masterfully crafted for over a century.

Are campaign uses humor, metaphor, and some pretty exceptional product features to let Generation Z know that in order to be the best you can be at your craft, you need the best tools. And General Pencil is the best tool for the job.

This campaign is comprised of print, social media, and environment advertising and targets this generation’s true artists.

All work was made in conjunction with Autumn Harris and Emily Stober.