But is it a pencil?

Group Creative Director - Web Content/DM/Print.

As Creative Director at Saatchi & Saatchi as I was asked by the creative president of D&AD, Rosie Arnold at BBH London, to create a campaign around the ubiquitous 'yellow and black pencils'.

Three short films, designed to encourage entries, featured interviews with Yellow Pencil winners David Droga, Stefan Sagmeister and Tokyo Plastic discussing how they come up with that elusive great idea.

This Digital, print and DM campaign posed that all important question to creative people every time they created a piece of work - "But is it a pencil?"