IN
spiration Issue no. 180 August 2012
TOP ISSUES WORLD KIDS COLOURING DAY
More than one million children worldwide participated under the motto ‘Comic Heroes 2012’!
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New survey results show: 5 to 12 year olds are stressed by their hobbies Colouring is the No. 1 way to relax.
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NEWS Pencils, fineliners & co.: Really important things are still written by hand. OK computer?
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Magical modelling fun with FIMO. More on page
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STAEDTLER International Interesting facts and information, activities and events from STAEDTLER worldwide. More on page
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STAEDTLER takes a clear stand against product piracy. More on page
On World Kids Colouring Day, children change the world N
ot only is STAEDTLER committed to the development of products that promote creative thinking, the company also attaches great importance to fostering creativity and helping children discover that colouring is fun. This is why we
initiated the World Kids Colouring Day in 2008. The idea: Children colour in aid of other children less fortunate than themselves. Since then, every year on 6th May, young artists the world over draw and colour for children in need in line with an annually
changing theme. The pictures created are then given to friends and family in exchange for a small donation which is then passed on to different children’s aid projects throughout the world. This year, more than one million children worldwide participated under
the motto ‘Comic Heroes 2012’. Read more about the many wonderful worldwide events and get swept off your feet by the level of enthusiasm and commitment displayed by the young artists in aid of children in need.
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TV channel CNBC broadcasts ‘Responsible Business’ with STAEDTLER. More on page
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Australia’s Powerhouse Museum unearths STAEDTLER ‘angels’. More on page
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INSPIRATIONS FROM AROUND THE WORLD About artists who amaze us and other great discoveries.
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Issue no. 180 August 2012
World Kids Colouring Day
World Kids Colouring Day
Issue no. 180 August 2012
Colourful comic pictures for a good cause This year’s World Kids Colouring Day was, once again, a great success!
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ore than 1 million children from Europe to Singapore answered our call and created wonderfully colourful works of arts under the motto ‘Comic Heroes 2012’. The day before World Kids Colouring Day, a big event was staged in Nuremberg, location of the head office of the STAEDTLER company group. Over 700 children participated in different creative workshops held in three of the city’s museums and were able to get in the mood for the global activity day.
Their pictures made the children heroes too Once they’d finished their pictures of Asterix, Batman, Sailor Moon etc., the children were able to give them to family and friends in exchange for a donation in aid of children in need. Funds raised in Germany were passed on to national social projects run by the organisation SOS Children’s Villages, whereas in other countries, the money was
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used to support projects of the child aid organisations Save the Children, Unicef, Plan, The Princess Royal Trust for Carers and Hope. Many disadvantaged children can be helped thanks to the enthusiastic support offered by the young artists. And, what’s most important: On World Kids Colouring Day, young artists were again able to use their pictures to help make the world a better place, making them heroes in their own right too.
Numerous worldwide colouring events on 6th May Children were able to draw on their own at home or organise fantastic events together with their parents and friends in aid of children less fortunate than themselves. There were fancy-dress parties with daredevil super heroes, extralarge comic strips on school playgrounds and colourful cartoon exhibitions – the
In Germany, for example, children were able to let their imagination run wild on the worldwide event day at fabulous colouring parties staged in 30 CinemaxX cinemas around the country.
Australia – providing help at home Dr. Miriam Bachmann
Child psychologist Dr. Bachmann commends: “This STAEDTLER event is to be applauded. When children exchange their pictures for donations, they receive official, explicit appreciation for something they have made. It shows them that they have created something of value which is also of value to children in need – that fills the young artists with a sense of pride.” imagination of the children knew no bounds. In the run-up to World Kids Colouring Day, retailers had organised action-packed colouring events too which made shopping a special experience as well.
In such a highly developed country as Australia, it is hard to imagine that over 12 percent of children there actually live below the poverty line. For the past three years, our Australian subsidiary has used the money raised on World Kids Colouring Day to support national projects run by the organisation Save the Children in order to help give such children a chance for a better future. Young artists all over the country were called upon on World Kids Colouring Day to create pictures in aid of children in need. Suzanne Dvorak, head of Save the Child ren Australia, e x p lains how the money raised by the artists Frau Suzanne Dvorak is used to help other children less fortunate than themselves: “Thanks to World Kids Colouring Day, children all over Australia actively help other children in their own neighbourhoods so that they too can have a secure and happy childhood and grow up in peace. We are active both in municipal and in rural and remote areas all over Australia and strive to provide safer, more stable environments for children in need.”
licas of their favourite comic heroes and created exciting comic strips which showed adults what their superheroes would do to change the world for the better. They also demonstrated that they too could make the world a better place by selling their pictures to friends and relatives in exchange for a donation in aid of impoverished children in Brazil and Argentina.
their own comic picture and take part in the nationwide competition. Afterwards, the young artists were able to visit the wonderful oceanarium and plunge into the underwater world of sea creatures.
France – food for thought Our French subsidiary’s motto for this year’s World Kids Colouring Day was of a culinary nature. Participants were set the task of drawing their favourite food and then using their pictures to help support disadvantaged children. An eventrelated competition provided particular incentive for the participants: The winning pictures are to be used to illustrate a cookery book compiled by famous French chefs. Proceeds from the book are then to be donated to projects run by the child aid organisation SOS Children’s Villages.
Malaysia – comic heroes rule the world In Malaysia, the young artists themselves slipped into the roles of their favourite comic figures. All the popular comic heroes were there including those which have been around for decades like Superman and Batman. The participants showed that they could do more than just look like superheroes by selling their pictures in exchange for a donation in aid of the child aid organisation Hope.
Italy – more than 60,000 colouring enthusiasts
Portugal – colouring event in the oceanarium
On this year’s World Kids Colouring Day, numerous primary school and kindergarten children once again got busy colouring, crafting and drawing with heart and soul. More than 60,000 young artists from South Tyrol to Sicily made rep-
World Kids Colouring Day 2012 was the most successful one so far in the history of our Portuguese subsidiary. Staged in the impressive oceanarium, the colouring stations were occupied all day long. Every single child wanted to create
Japan – hand-made cards for mother’s day This year, Japanese mothers were able to take delight in custom-made mother’s day cards. One week in advance, World Kids Colouring Day offered children the opportunity to get active in order to be able to present their mothers with a special self-designed gift.
Singapore – great World Kids Colouring carnival World Kids Colouring Day in Singapore is not just a colouring event, it also involves a whole range of creative activities for both young and old alike. Whether modelling with FIMO, baking cupcakes, acting in a play, dancing or designing finger-
nails – this year again there was something to appeal to everybody’s taste. It goes without saying that there was the usual legendary colouring contest too where great prizes were to be won.
Spain – international comic exhibition in Barcelona The international comic exhibition in Barcelona from 3 rd to 6th May ran parallel to World Kids Colouring Day. Budding young comic artists were able to get inspired by their idols and then put their favourite comic strips to paper themselves afterwards. Our subsidiary in Spain donated 4,000 € for the 1,000 entries received to a Spanish children’s hospital to go towards the creation of an extra section for long-term teenager in-patients who need to keep up with their school work whilst receiving their treatment. The new premises will not only offer teachers room to school their sick pupils but will provide an informal environment for young patients to meet up with their friends too.
South Africa – active for children in need Our South African subsidiary organised a nationwide colouring contest in aid of children in need together with its sales partner PNA. Here too, the works of art were subsequently sold in exchange for a donation for national child aid projects. Fabulous creative packages were raffled too as a token of appreciation for the participating young cartoonists.
Croatia – begin of a long-term cooperation On the look-out for a suitable location for World Kids Colouring Day in Croatia, our sales partner RAM3 succeeded in finding a fitting spot in the country’s most popular shop-
ping centre ‘City Center One’. More than 80 square metres provided both young and old comic enthusiasts with plenty of space for letting their imagination go wild. The funds raised this year went towards helping disadvantaged children in Krijesnica. Thanks to the success of the event and positive reaction of the visitors, the shopping centre cannot imagine another year without World Kids Colouring Day and is going to organise this annual colouring event together with our sales partner in the future.
Macedonia – help for orphaned children It is a sad fact that many children have to grow up without parents in Macedonia. For this year’s World Kids Colouring Day, our sales partner EURO-DANVEST therefore organised a big colouring event in aid
of children like these in one of Skopje’s largest shopping centres. Enthusiasm and creativity were the name of the day as Batman, Spiderman & co. were put to paper and then sold to friends and relatives to raise money for the good cause. EURO-DANVEST also donated colouring utensils to the disadvantaged children in an effort to help add a little colour to their lives.
derful pictures which were then auctioned at a glamorous gala in aid of a good cause.
Gulf regions – combined strength for a good cause The Gulf countries Kuwait, United Arab Emirates, Qatar, Oman and Bahrain this year again organised impressive World Kids Colouring Day events in schools and shopping centres. One particular highlight was staged in the United Arab Emirates: Children both with and without dis abilities got together to draw won-
Great Britain – support for young carers More than six million people in Great Britain alone take care of relatives who are either ill, disabled or suffer from mental problems. Some of them are children, scarcely more than five years old. Whilst selflessly helping others, these carers increasingly isolate themselves and often end up without a life of their own. Under the patronage of Princess Anne, the ‘The Princess Royal Trust for Carers’ is there to help these
young people, to accompany them on their often difficult path and provide them with support wherever possible. For the second year in a row, participants in the World Kids Colouring Day in Great Britain used their pictures to help children like these and increase awareness for the challenge these young carers face every single day. 3
Issue no. 180 August 2012
World Kids Colouring Day
Issue no. 180 August 2012
New survey results show: 5 – 12 year olds are stressed by their hobbies After school it’s off to football, piano or ballet – this is how 83% of all German children between the ages of 5 and 12 spend their free time. More than half of them invest more than three hours per week in their hobby. That’s quite a lot when you take homework and everyday family routines into account as well. This combination of school and recreational stress puts children under pressure according to a recent survey carried out among parents by TNS Infratest on behalf of STAEDTLER. This makes it all the more important that children find time during the day to relax too.
100 %
50 %
84.4 %
The TNS survey also wanted to find out from parents what kind of features children’s products should have in order to promote the creative development of young ones. The result: Above all, products should leave scope for imagination (99 %), be easy
Reasons why parents believe colouring helps their children relax
95.5 %
Pen and paper – two practical all-rounders
can be effortlessly integrated into the day and which allows for a little quiet time. In addition, it promotes the creative development of children and results in the production of little masterpieces.
90.7 %
The vast majority of parents questioned (94 %) is convinced that colouring helps children relax: They lose all feeling for space and time (96 %) and enjoy the fact that there are no rules or limitations (91 %). Colouring enables children to process the events of the day – in the view of 87 percent of parents. “The nice thing about colouring is that there doesn’t have to be a target or particular result”, confirms Dr. Bachmann. “Devoting yourself 100% to being creative and experimentative is extremely relaxing.”
to use (94 %) and be suitable both for indoor and outdoor use (91 %). All of these are features which are satisfied to the full by pens and paper. In other words, colouring can be done anywhere, anytime – a pastime which
87.2 %
Colouring frees the mind
Percent of those questioned
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eventy-eight percent of parents confirm that their children often experience time pressure due to the blend of school and extracurricular activities such as sport and music lessons. On the other hand though, hobbies are good when it comes to a child’s personal development. “Sport promotes motor skills, coordination, discipline and team spirit. Playing a musical instrument increases the ability to concentrate and creativity”, explains Dr. Miriam Bachmann. “Children also learn that if they practice regularly, they perform better and have more fun”, the Hamburg specialist for child and adolescent psychiatry and psychotherapy goes on to say. However, it is important to find the right balance, otherwise there is a danger of overburdening. To ensure that this does not happen, parents should integrate a relaxation phase in their child’s daily routine. According to the study, play, reading or colouring are particularly suitable pastimes for helping children wind down.
They process the events of the day
They can act without rules or limitations
They are focused and lose all feeling for time and space
They are in a relaxed atmosphere without any external distractions
0 %
German-speaking adults from the age of 14 with children between 5 and 12 years of age living in the household; 1,000 people questioned; TNS Infratest; survey period 31.01. to 07.02.2012; source: STAEDTLER
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www.staedtler.com
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Issue no. 180 August 2012
News
News
Issue no. 180 August 2012
Every target group has a mind of its own ... ... and not just one! In the target group ‘adults and young professionals’, for example, creativity has many facets. The STAEDTLER department for international target group marketing has reacted to this with the development of an effective media mix and attention-grabbing, highly emotional motifs.
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here is one thing these different ‘minds’ do have in common though: Whether technology whiz or music fan, all ideas start in the mind and are first put to paper with a pencil. This is what the target groupspecific image campaign 2012/2013 ‘Really important things are still written by hand. OK Computer?’ is all about. Whilst communication measures in the first half of the year concentrated on Lumocolor as a universal surface specialist, the focus is now being switched to wood-cased pencils, the triplus fineliner and mechanical pencils.
ultra-modern music editing software, all songs start out as an idea which is then put to paper by hand. STAEDTLER presents itself here as a silent observer – not disturbing the moment, but supporting it. The Dennis recording studio motif is available in portrait and landscape and as a still life. Variations can be made regarding the presentation of the STAEDTLER logo and STAEDTLER square as well as the length and position of the text. Depending on the media, it can also include a wood-cased pencil (black or blue WOPEX, tradition 110, etc.).
A magical moment
DJ, a media mix please!
Creativity is not tangible and cannot be constrained. The moment a new thought comes to mind is very precious; it is a moment of silent meditation, one which enables the creation of something totally new. This is the atmosphere captured by each of the motifs – whether recording studio, technical drawing, fashion atelier, diary or love letter scenario.
So far, the Dennis recording studio motif has appeared in e.g. Rolling Stone, Intro and Intro festival guide as well as Campus Claus (student giftvoucher booklet) and UNIKING, a sub magazine of the German UNICUM for male students. UNIKING is also included in the UNICUM goody bag which means it reaches approx. 35,000 male students. A competition was included as a response element which, appropriately, offered entrants the chance to win music festival tickets. In addition to the print ads, the motif has already been used as an online banner
Music and adverts can be quiet too! Music is tremendously important to the young adult target group. Despite
too. The media mix also includes a postcard with sample for distribution at festivals – in this case though with the Felix motif from the Lumocolor campaign because the OHP pen is the expert for autographs etc.
The very essence of life A typed love letter? Unthinkable for true romantics! A diary is something else that’s too personal to by written by anything but by hand. Using the triplus fineliner, one of our core competence products. Once again, the motifs – Julia love letter and Julia diary – are flexible when it comes to formats and motif components. As in the case of the recording studio, there is a milieu available in different formats for each one as well as a still life motif.
Still life Best Practice – love is multi-medial! The love letter visual has already been used for a Valentine’s Day competition on lizzynet, an online information platform and community for girls and young women. The promotion was recommended by facebook, twitter and social bookmarks. The result: More than 85 % of all microsite readers took part in the competition – an overwhelming response! The tremendous feedback to the advert placed in UNIQUEEN, a sub magazine of the German UNICUM aimed at female students, underlined that we had been successful in reaching the target group. 35,000 copies of this magazine will be included in the UNICUM goody bag at the start of the new term in October 2012. In Madrid/Spain the motif is going to be used on postcards: In autumn 2012, there will be 20,000 of these cards complete with a sample of a triplus fineliner distributed in schools and universities.
As an alternative, STAEDTLER also offers still life versions of all the visuals. These clearly reflect the new Corporate Identity and depict STAEDTLER as being very modern and design-oriented using a clear form language and lots of white. Depending on the medium and requirements of the target group, there is a choice offered between a motif with person and a still life, e.g. for the B2B sector.
The only ones always ready at the push of a button! Creativity varies from day to day and cannot be forced. STAEDTLER mechanical pencils, on the other hand, can be relied upon at all times. The motifs for the mechanical pencil adverts reflect traditional gender roles. The male representative is absorbed
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Isabell: The top model of mechanical pencils is presented here which ties in nicely with the fashion motif – the 779 with ideal proportions and perfect silhouette in warm coffee colours.
in his technical car design (Philipp car design) whilst his female counterpart is being creative in a fashion atelier (Isabell fashion atelier). There are still lifes available for these motifs too.
Best Practice 360° measures The cooperation with Denmark’s Soundvenue (Music & Style) provides a good example for showing
the different and varied ways the image campaign motifs can be used. For the Roskilde music festival with its approx. 75,000 ticket-holders and Copenhagen Fashion Week, the motifs Dennis recording studio and Isabell fahion atelier are going to be used both in print media and online: Prior to the events, the visuals will be run in Soundvenue # 61 and Festival Guide Soundvenue # 63.
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Philipp: The Mars micro 775 and triplus 776 are first choice for professional users in the field of technical drawing.
The former will include a competition offering entrants the chance to win Soundvenue-sponsored festival tickets. At the festival itself, the Sound venue promotion van will have Felix Lumocolor postcards on board. There will be samples of Lumocolor 352 in all colours and triplus black boxes for journalists too. What’s more, Soundvenue is going to distribute 100 triplus black boxes at their interviews with the performing bands and artists such as Bruce Springsteen, Gossip, The Cure and The Roots. The motifs Felix, Eva, Isabell and Dennis will be also be published in ‘Orange Press’, the festival daily newspaper which provides information on the gigs etc. On the last day, festival-goers will be able to buy a limited edition of all seven newspapers. This will have a circulation of approx. 15,000 and will come complete with all four visuals. The Soundvenue homepage
will have an online banner showing the different motifs changing in regular intervals.
For cross-medial use Whilst the image campaign was being devised, focus was very much placed on flexibility. If required, the motifs can be used purely as milieus, e.g. for freecards. For some media, a still life motif may best be suited. There are also different formats available for online campaigns. It goes without saying that the adverts can be used in any language! These many options make it possible to cater to the needs of this characteristically diverse target group – after all, creativity knows no bounds! All motifs/adverts are available for download in the STAEDTLER media database Celum!
A young musician in a modern recording studio, totally absorbed in his music, the pencil used as part of the creative process. The computer, a modern working tool, is always part of the scene. The indirect 180_AZ_D-GB_A4_Dennis_Bühne_07-12.indd 1 03.07.2012 16:59:04 reference to the album ‘OK Computer ‘ by Radiohead is aimed at insiders without distracting from the central advertising message.
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Issue no. 180 August 2012
News
STAEDTLER International
Special effects – with FIMO!
Watercolour set for on-the-go
Gemstone colours with fascinating dual effect
Glitter and gemstones have fascinated people of all cultures since time immemorial and inspire the creation
Hand-crafted jewellery and home accessories made using the new gemstone colours from the FIMO effect range are sure to attract attention. When polished, the translucent depth effect and pearly lustre make the modelled works of art look like highgloss rose quartz, elegant jade, fascinating ruby, clear citrine or shimmering blue agate. The gemstone colours inspire users to try out new techniques and variations – with highly impressive results.
of beautiful things. Thanks to the new FIMO effect gemstone colours and magical FIMO Kits for Kids, the range of impressive creative applications is practically endless.
Issue no. 180 August 2012
At the end of 15th century, the popularity of Albrecht Duerer resulted in watercolour painting developing an indescribable momentum of its own. On his first trip to Italy, Duerer painted 23 world-famous works, unique in the history of art. These paintings reflected the diversity of techniques offered by watercolour painting and the endless source of inspiration provided by nature. Over the centuries, watercolouring has attracted more and more followers and, today, plays a very important role in the world of painting.
STAEDTLER has developed a watercolour set for on-the-go because professional artists and hobby painters not only want to work in their ate liers but to capture fascinating spectacles of nature on-the-spot. The set lacks for nothing and comes complete with everything usually to be found in an atelier. The practical, handy-sized case keeps all the utensils to hand so the artist can paint a particular motif anytime, anywhere – even when out-and-about.
demonstrated their skills; in a subsequent discussion and feedback session they then exchanged thoughts about the course of the simulation as well as on current topics from politics, economy and environment – as they had done during the regional play-offs and would again do at the national finals. At the award ceremony in the Museum of Industrial Culture, the team from the “Youth Café Intermezzo” in Munich was especially pleased about their victory and the resulting journey to Berlin for the national finals.
“heads of state” had to lead each an industrial country, an emerging nation and a developing country to a “state of paradise”. In all three rounds the team of the “Klaus-Harms-School” from Schleswig-Holstein was able to win through by a narrow margin and reached the well-deserved first place. The increasing globalization of politics and business and the resulting consequences for the environment clearly show how important networked thinking has become. The participants in this year’s ‘Ecopolicyade’ have demon strated their skills once again and can now show the real heads of state how they should change the world for the better.
Ecopolicyade – Running a Country by Mouse Clicks Magical modelling fun with glitter effect
More than 200,000 young people demonstrated their skills in governing a fictitious state during the school year 2011/2012.
Whether fire-breathing dragons, noble kings, devious robbers, helpful elves or brave knights – fairy tales are both known and loved by children the world over. The new Kits for Kids ‘fairy’ and ‘knights’ whisk kids away to different fairy tale worlds. The imagination of the young modelling artists knows no bounds and can be unleashed right away in their own personal play worlds. Additional fun is guaranteed by the special glitter effect, certain to make children’s faces light up with delight. Suggestions for charming elves and strong knights can be found in the step-by-step instructions which come included in each set and which can either be followed to the letter or simply be used as a source of inspiration for free-style modelling creations. And that’s not all, there are more creative tips and great playtime material avail able on the internet which show just how varied hand-modelled toys can be. One thing is for sure though: The FIMO Kits for Kids allow sufficient scope for individuality and open up totally new possibilities for play worlds created entirely by children.
FIMO Kits for Kids – hand-crafted toys With FIMO Kits for Kids, the fun doesn’t end when the modelling stops as, once they’ve been hardened in the oven, the hand-crafted figures keep 8
T their shape and are ready for action. So the self-designed elves and knights can be relied upon to offer a great performance in the different exciting adventures the children make up for them. Plus, if these two new motifs aren’t enough, there are 10 more Kits for Kids in the FIMO range they can be combined with for even more playtime variety. The knights, for example, could fight aliens or the charming elf could ride through the enchanted forest on a unicorn. For even more diversity and colour in the FIMO world of play.
FIMO Kits for Kids foster the development of children Not only do youngsters have fun when making their unique toys, modelling promotes dexterity and fosters
Tip: FIMO DVD workshop
their development too. Thanks to the high level of individuality, children can relate to their self-crafted figures; the quick results and sense of achievement they experience boost their selfconfidence. At the same time, the young artists also develop a feeling for shape and colour through play. When children feel, cut and shape clay, they are simultaneously fostering their sensory and motor skills.
The new FIMO DVD offers a perfect introduction to the art of modelling. The 12 exclusive stepby-step videos are divided into three different levels of difficulty so, whether beginner or advanced user, everyone can find projects to suit them. Complete with professional tips and tricks, detailed instructions, pattern sheets and shopping lists for printing out, this new FIMO DVD is a true all-round carefree package.
o master the complex chal lenges of our society (climate change, political and economic crises, growing population, etc.) and to be successful in the professional and private life, young people require networked thinking. Using the computer simulation ‘ecopolicy’, the students can learn interconnected thinking playfully at school by the example of a fictitious state government. The objective of ‘ecopolicy’ is to rule a country optimally as to economical, ecological and social aspects over 12 rounds or terms in office. Whether industrial, emerging or developing country – this can be achieved only with the right balance of ‘Politics’, ‘Production’, ‘Pollution’, ‘Quality of life’, ‘Restructuring’, ‘Education’, ‘Population’ and ‘Growth rate’.
Active support by STAEDTLER STAEDTLER is convinced that a permanent dialogue between companies and academic institutions is a promising collaboration for both sides – not only because of the common effort to interest young people in the economy, but also to support them in choosing a future career. As this calls for lateral thinking, STAEDTLER promotes and supports the ‘Ecopolicyade’ student competition. For example, STAEDTLER supplied its products for all events throughout Germany and organized both the regional play-offs in the Metropolitan Region of Nuremberg and the Bavarian finals.
Pictures 1-4: Impressions from the “Ecopolicyade 2012”
By way of regional and state play-offs to the big national finals in Berlin In each federal state the best teams of the various schools had competed at state level to qualify for the national finals in Berlin. In some states, the participants even had to pass regional play-offs first. For example in Nuremberg, where STAEDTLER had provided the premises of its headquarters for the event. Only a few weeks later, STAEDTLER organized the Bavarian finals at the Museum of Industrial Culture in Nuremberg – a place where history becomes tangible and where everyone can experience at close quarters how fast moving technologies are and how important networked thinking is. Among historic motorcycles and cars the students first
The winners of the state play-offs meet for the national final in Berlin Only the top 16 teams from all over Germany could qualify for the national finals in Berlin. During these finals, the
For more information, please see: www.ecopolicyade.info Dominik Kestler
Picture 5: The winning team from the “Klaus-Harms-school”.
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Issue no. 180 August 2012
STAEDTLER International
STAEDTLER International
Office Gold Club Road Show 2012
Living integration – shaping the future together!
The annual “Office Gold Club” (OGC) road show is the highlight activity of the brand initiative for more efficiency in the office. Mega trends ‘Mega trends’, which last 50 years and more, are particularly long-lasting and sustained development streams with a profound influence on society. This year’s motto ‘Trends on tour!’ took up five such mega trends:
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lready in 2006, brand manufacturers of the manufacturers from the paper, office supplies and stationery industry established the Office Gold Club as an exclusive information portal for purchasing executives of commercial office supplies. The OGC advises purchasers and presents the latest innovations and trends while promoting knowhow transfer, interchange and technical discussions – directly, dialogueoriented and year-round. STAEDTLER has been a board member since the beginning and of course participated in this year’s road show once more. For the seventh time already, the show toured throughout
Germany from 12 to 26 March 2012, presenting itself at select locations in five major German cities.
Attractive programme and valuable information As well as a very attractive visitors’ program with lectures on interesting topics in the context of the road show, the Office Gold Club offered all-round expert advice and information. The visitors to the road show were mostly purchasers of office supplies, official members of the Office Gold Club and thus own the Golden Club card. By now, the Office Gold Club has about 6,000 active members.
1) New Working World: The rapid technological progress is effectively transforming the world of work 2) Generation 50+: Silver Society – working longer as a result of the demographic change 3) Woman 2.0: Female Shift – women are finding a new identity and are gaining importance in business and politics 4) Individualisation: The desire for self-realisation; setting oneself apart from the crowd 5) Sustainability: Environmentally conscious thinking and acting catches on permanently From this list of trend themes, STAEDTLER chose ‘New Working
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workshop to be established at their school. This includes scores of STAEDTLER products whose creative applications are limitless and whose educational and creative meaningfulness have been tested and confirmed by the ZNL. The schools are encouraged to develop a concept for how both the workshop and each product is going to be used. The aim of the initiative
In terms of ‘Sustainability’, it became apparent that consumers are more sensitive and enlightened than was expected: Ecologically disguised products are more and more exposed as “pseudo-ecological”. Here, the use of authentic certificates (e.g. PEFC and FSC) plays an important role. Consumers have accepted STAEDTLER’s coherent concept of ‘efficient for ecology’ with interest. The STAEDTLER WOPEX – a prime example of ‘efficient for ecology’ – offers a compelling feature list.
Successful start for the staff of the Nuremberg sheltered workshop (WfB) at STAEDTLER Concerning ‘Individualisation’, the appealing STAEDTLER trend lines (Black line, Trend line, Pink line, Precious line und Rainbow line) were both well received and welcomed by the visitors as a pleasant, colourful addition to an otherwise rather ‘grey’ everyday office life.
Worth a mint – market feedback
Besides the road show, STAEDTLER also keeps in touch with the members of the Office Gold Club throughout the year, providing them with first-hand information directly from the manufacturer. For this, media such as newsletters, topical brochures and samples are used.
Richard Wesser
is to find out how and under what conditions the topic of creativity can be integrated meaningfully in everyday school life even more and what support potential the workshop provides.
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orking here is great, I enjoy it”, says Helmut Lamprecht of the WfB. He is one of twelve employees who have been working externally for STAEDTLER since 13 February filling packages by hand; he explains what his colleagues feel. All of them are full of praise: First of all, the food – it is excellent, “hardly comparable to our workshop”. Next, the relationship to the staff of STAEDTLER, which has been open and straightfor-
ward from the beginning. Issues are discussed immediately, a fact that provides security and inspires confidence – for both sides. All employees have their own access chip. Even a separate kitchen including a spacious break room has been provided. Whether birthday celebrations, small parties or therapy sessions: the room is perfect. Such enthusiasm about the new job is, of course, also noticed by the for-
For STAEDTLER, the 7 th “Office Gold Club” was once again a success. In addition to many valuable talks, with important information exchanged both ways, the STAEDTLER Team experienced the prevailing mood of the commercial buyers as very positive – towards both the STAEDTLER brand and the company – and was thereby confirmed to be on the right way.
For more information on this topic, please see: www.office-gold-club.de
STAEDTLER supports creative workshops in four states n 2012, the association ‘More Time For Children’ and the ZNL – the Transfer Centre for Neurosciences and Learning – are sponsoring creative education in primary schools with support by the Ministries of Culture of Bavaria, Hesse, Saxony and North Rhine-Westphalia as well as STAEDTLER. Altogether 10,000 primary schools from four federal states can use an information flyer to apply for a free creative
World’, ‘Sustainability’ and ‘Individualisation’ as its focus. As to the first theme, the STAEDTLER digital pen is an impressive example of how modern technology can make working life easier. Merging manual writing with the digital world was met with enthusiasm during the “demonstration”. The interested parties quickly recognized the potential and problem-solving scope of S TAEDTLER’s trend-setting digital pen for their respective applications.
mer workshop colleagues, and quite a few of them have registered for an internship at STAEDTLER. “If things continue to go this well, we’ll have two groups on site by the end of the year”, says a pleased Reinhold Stiegler, WfB project manager. The work is diverse and requires flexibility and team spirit. The group gladly meets these challenges – after all, they are working on a par with the staff at STAEDTLER. To ensure that things continue to run this smoothly, the project team meets regularly once a month. A good example of real-life inclusion which will hopefully find many followers.
together with the WfB – answered questions on the integration proj ect, visitors could test their skills at “assemble-your-own pen” in S TAEDTLER’s activity area.
shop fair and our joint integration project for a long time. Erna Buchmüller
Equipped with a lab coat, gloves and goggles, inks could be mixed and bottled in pen sleeves to one’s heart’s content. More than 250 pens were hand-crafted every day, which will remind the visitors of both the work-
Christa Schmidt (WfB)
Joint presentation during the workshop fair The lived inclusion was underscored once more by a joint appearance at this year’s workshop fair in Nuremberg. In addition to the STAEDTLER employees who –
Product piracy
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hether clothing, shoes, watches, electrical appliances, spare parts, jewellery or even medicine – today almost every brand-name product is being counterfeit. This is done by product pirates who specialize in counterfeiting branded goods, often offered to credulous buyers as “special offers”. Some of us have probably stood grinningly in front of the makeshift stall of a street vendor who was selling diamond-studded Rolex watches or offering Gucci sunglasses, designer shoes and handbags by Prada – at only 30 euros a piece. While it is rel-
atively easy to identify such articles as forgeries, things become more difficult when everyday items such as pens are counterfeit.
does not close properly or the original packaging contains a totally different product.
The main customs office in Nuremberg knows that STAEDTLER has declared war on plagiarism and is taking strong action against the trade of fake goods. The customs press officer turned to us whether STAEDTLER would be interested in directly comparing original and counterfeit products displayed at the customs’ stand during the Freizeitmesse, Nuremberg’s leisure fair. Team of Nuremberg’s main customs office and Ms Binöder (centre) at the fair stand
Erna Buchmüller
Why position the topic ‘creativity’ at primary school, Mr Fritz (CEO at ZNL)? Children can grow by overcoming challenges, which is why they seek them. For the “creatively productive” child such challenges must be real, concrete and of importance. The skills to deal with a problem, to look for a solution, to plan the necessary actions and to verify the achieved goal are crucial for successful learning and ultimately for success in life. The active handling of objects, the trial-behaviour testing of hypotheses and the object-induced disciplining – all this is favoured by using proper tools and concrete materials. Children who create something – whether by shaping, modelling, building or developing – experience their personal skills in tangible products. The frequent feeling of “I can do it” is the basis for further motivation and the willingness to make an effort. STAEDTLER originals and forgeries compared directly
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Issue no. 180 August 2012
STAEDTLER warmly welcomed this invitation; among other things, Ms Binöder herself – as the responsible person of the respective department – had the chance to spend a day at the fair stand. “It was encouraging to see that the visitors were very interested: on the one hand they were shocked that the trade in counterfeit goods has reached even relatively ‘petty’ articles such as coloured pencils; and on the other hand that STAEDTLER is a household name as a local company”, so her impression. And “there were many question to answer, for example, ‘How can I be at all sure that I’m buying an original product?’”
Granted ... a lay person has to look very closely to identify the differences. However, when viewing the products right next to each other, it becomes a little easier. When out buying, one doesn’t always have an original product at hand and can often remember only the most distinctive features. However, to avoid being taken by a forgery in such a case, the following features are a clear indication that the product in your hand is a forgery: the pen has a different colour, the company name is misspelled (e.g. transposed letters: STEADTLER instead of STAEDTLER), the printing on the pen is blurry and crooked, the plastic package
The best reaction is to give “knockdown price offers” a wide berth and to deal preferably with trustworthy traders. Apart from the economic loss for the original manufacturer (about 10% worldwide), this plagiarism also has farreaching economic consequences such as loss of jobs. Another problem is that the counterfeiters often show little consideration for the harmfulness of the materials they use. Whereas brand-name companies attach great importance to production methods which are beneficial to both health and the environment, counterfeiters often use substances which, for example, have long been banned in Europe. To continue the great success of the joint trade fair presence, the customs office presented the original products and their counterfeits provided by STAEDTLER at the Airport Party in Nuremberg. Local newspapers also published several articles about the successful cooperation between customs and STAEDTLER to sensitise the consumers and to protect them against counterfeiting. Daniela Binöder
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STAEDTLER International
Issue no. 180 August 2012
STAEDTLER International
Issue no. 180 August 2012
STAEDTLER Products Ice Cold
Sales Conference South Africa January 2012
At the Blue Night, a major cultural event held in Nuremberg already for 13 years, more than 100,000 visitors
The STAEDTLER South Africa Sales Conference was held in January at the Ivory Tree Lodge in Pilansberg. We are privileged in South Africa to be surrounded by beautiful places such as this.
can visit various cultural events, and the historic Old Town is immersed in blue light.
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s part of this year’s Blue Night, the Nestlé Schöller company on 19 th May 2012 pres ented different “Nürnberger Meisterwerke” – well-known masterpieces closely connected to Nuremberg’s history. These items were frozen in ice blocks of half a ton. These included, of course, the masterly products of
the traditional company STAEDTLER, which have for centuries been associated with the city and are produced in the Metropolitan Region of Nuremberg. Thus the company’s centrepiece was shown, the traditional Noris pencil, as were the Lumocolor and FIMO products. Freezing the fine and thin pens was,
The Noris pencil and Lumocolor behind a thick layer of ice
however, a particular challenge for the artists: they first had to stick them to a base to fix in position for the freezing process.
As the South African sales team recently underwent several changes, the conference was ideal for us to discuss the focus and way forward for Sales and Marketing as well as to gain co
Alongside our products, Playmobil figures were reminiscent of the historic significance of the major toy industry, a tinsel angel frozen in ice embodied the Christmas Angel and even merchandise such as flags and jerseys of the Nuremberg football club 1. FCN were bound in ice. The icy art installation was completed by Dürer’s Hare being carved from a solid block of ice before the eyes of the audience, complementing the great Dürer exhibition at Nuremberg’s Germanic National Museum. Many visitors to the cultural festival were fascinated as the object slowly began to take shape with each blow, becoming increasingly similar to the Albrecht Dürer masterpiece known throughout the world.
hesion within the team. Our team has a dynamic, innovative and exciting approach and plans to take the South African market by storm. After two days of portfolio pre sentations, SWOT analyses and strategy sessions, we ended off on a high note with an amazing race through the bush. This was a great opportunity for the team to learn to
work together to achieve a common goal, while having fun at the same time. We were also lucky enough to see four of the big five (wildlife animals) while on a game drive in the evening. It was an extremely successful conference, creating a positive culture and direction with which to face the year ahead!
Kerry Harrison
STAEDTLER conference participants.
Successfull Paper Show 2012 for STAEDTLER BENELUX
Katharina Wildfeuer
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Tom Smet with Kim Gevaert: one of Belgium’s best athletes and proud sponsor of “SOS Kinderdorpen”
STAEDTLER as part of the CNBC series ‘Responsible Business’
he 17th edition of the Belgian national trade fair Paper Show was a great success. Among the 77 exhibitors, STAEDTLER BENELUX was present and able to do some good business. It wasn’t only a weekend, which resulted in good sales results, it also was a weekend to get in touch with a lot of customers and prospects. Old relationships were renewed and new opportunities were created.
Breakfast with WOPEX in South Africa – the ‘Green Marketing Breakfast’ STAEDTLER also made a donation to the child aid organisation 'SOS Kinderdorpen'. BOSTA – the organiser of the Paper Show – was able to hand over a cheque to the value of € 10,000 to help children in need thanks to the generous contributions made by many of the exhibitors. Tom Smet
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n South Africa, we have identified Business to Business and consumer awareness as an area of focus forming part of our Marketing Strategy going forward. We were offered an opportunity to partner with The Journal of Marketing to sponsor the Green Marketing Breakfast held at the Michelangelo Hotel in Sandton, on the 19 th April 2012. ‘The Journal of Marketing’ is a marketing industry-related
‘Responsible Business’ is a renowned television series produced in collaboration with the ‘Global Compact’ initiative and the United Nations Environment Programme (UNEP) and is broadcast worldwide by CNBC. The “Green breakfast table” with WOPEX samples
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ome of the most pressing global challenges such as water scarcity, climate change, human rights, education and health care are examined. The series introduces global enterprises which take a particular stand against the economic and environmental problems of our time.
2011 (see our report in the last issue), the film was completed in spring of 2012, and STAEDTLER can now proudly call itself a ‘Responsible Business Partner’. The new corporate film – presented during the STAEDTLER’s International Marketing and Sales Conference (IMSC) – was shown to a worldwide audience of more than 80 million from 10 May onwards in nine CNBC programmes. The result of this media cooperation is a 6-minute film with the main topics WOPEX, ‘efficient for ecology’ as well as environmental awareness and sustainability at STAEDTLER.
Once the filming at STAEDTLER had been completed in autumn of 12
In addition to the original schedule of CNBC, a further two short
publication which hosts ‘breakfast debates’ on important marketing issues attended by business executives from all industries. With WOPEX being eco efficient, and also being a STAEDTLER key focus product, we found this an ideal fit for us. films were created from the overall theme: one focused on WOPEX, the other on ‘efficient for ecology’. These three films with their respective emphasis are thus the new ‘Sustainability Films’ for various media and are ideal for both internal and external communication. They are now available for download and international use for all STAEDTLER offices and departments.
By participating in ‘Responsible Business’, STAEDTLER makes a positive contribution to the UNEP programme and supports the work of the United Nations in their main strategic objectives. It also strength-
Jeremy Maggs
STAEDTLER South Africa was the main sponsor of the Event and leveraged invaluable brand exposure with product videos being played, product information banners and WOPEX samples provided to each guest. Samantha Pickering-Dunn, Managing Director of STAEDTLER South Africa was a member of the debate panel where Jeremy Maggs, popular journalist, commentator and TV personality, interrogated the subject from a brand and agency marketing perspective. The event was a big success with phenomenal brand awareness achieved with an extremely positive response to the STAEDTLER brand. Kerry Harrison
ens and complements our own efforts as to sustainability, ‘efficient for ecology’ and the responsible use of natural resources. Michaela Schubert General view of the STAEDTLER BENELUX stand.
The panel with Samantha Pickering-Dunn (far left)
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STAEDTLER International
Issue no. 180 August 2012
STAEDTLER International
Powerhouse Museum unearths ‘Angels’
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he Powerhouse Museum in Sydney recently discovered some STAEDTLER products of interest in their museum collection. One item in particular, a pen holder (dating from between 1810-1820), stood out for a few reasons.
STAEDTLER Nordic receives STAPLES Supplier Award 2011
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Workbox with contents
England, 1810-1820. Maker unknown.
Firstly, we all agree the design of the pen holder is remarkably contemporary – we’d love to use this now! Secondly, the pen holder was housed in a workbox, accompanied by a significant statement we found entertaining, and thought we’d share with readers…
A10906 wood / casuarina / fabric / glass / ivory / porcelain / bone / metal. This workbox is of interest as an early example of Australian materials being used by English manufacturers. Although we do not know who owned it or who brought it to Australia, it is a fine example of the tools thought necessary for an educated lady. At the time there was a clear distinction between the education of girls and boys. Girls’ education focussed on their spiritual and moral welfare and was a preparation for life in general rather than a career. Boys’ education was completely opposite, focusing on work skills and a future career. Thus lessons for middle-class girls concentrated on ‘accomplishments‘: music, singing, dancing, drawing, painting and needlework with only a smattering of mathematics, history, geography and languages. Once proficient in these arts, a young woman could take her place in society, first as dutiful daughter and later as the ‘angel in the house‘ creating a peaceful and harmonious environment for her husband when he returned to the family ‘worn and harassed by worldly care or professional labours‘ (William Wilberforce, ‘Practical Christianity‘). Needlework, painting and drawing provided the perfect occupations for such ‘angels‘ enabling them to be industrious yet serene.
Females reading this will likely share in the delight we have emancipated beyond the role of ‘house angel’ or feeling the need to assume ‘busy idleness’…!
t the beginning of February 2012, STAEDTLER Nordic took part in the STAPLES “kick-off” event in the Swedish town of Skövde.
STAEDTLER SPAIN at the International Comic Exhibition 2012
STAPLES Sweden, Denmark, Norway and Finland are combined under the umbrella “Nordic”.
The field included 50 participating suppliers from all over the world, from all categories, distribution channels and for all four Scandina vian countries. Of the five nominated suppliers, STAEDTLER was the only one from the writing instruments sector.
Within the Scandinavian market, STAPLES Nordic thereby is among the leading figures of our industry. Award of the title ‘Supplier of the Year 2011’ for the entire STAPLES organisation at this kick-off event was therefore a special honour for us.
This award is something very special for STAEDTLER Nordic, particularly considering that in operational terms the branch office is a fairly small organisation compared to the “big players” who usually win such prizes.
Issue no. 180 August 2012
Kim Jensen
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he “Saló Internacional del Còmic” from Barcelona is the annual meeting for all comic and manga lovers. It took place from 3-6 May 2012. This year they celebrated their 30th anniversary, and we thought that it would be a very good idea to celebrate our WKCD there – after all the motto was ‘Comic Heroes’. The exhibition is the meeting point for all professionals dealing with comic, manga and cartoons but also for families with children who could see their favourite comic heroes like Star Wars, Dragon Ball and many others. STAEDTLER Spain had a booth of 24m2 where both professional comic designers and amateurs could try
the most suit able products for drawing and sketching. It was amazing to see the amount of talent they showed. To let our “little experts” also have the chance to learn and draw their favourite comic heroes, we organized several master classes with our comic expert Sebastián García. S ebastían has many years of experience in the teaching and drawing of comic and manga worlds. Our booth was always full of children as well as young adults who had a great time drawing with us!
It was a very exciting experience for all of us, and we are really looking forward to attending the Comic Exhibition next year!!! Mari Pau Garreta
This style of workbox with its classical scene on the lid and richly detailed interior was intended for use in the drawing room, to be brought out when family and friends were gathered and its owner wished to assume an aura of ‘busy idleness‘.
Margaret Savage
Kim Jensen accepts the Staples Supplier Award for STAEDTLER Nordic
Well spotted ...
STAEDTLER AUSTRALIA features in hit TV series ‘Celebrity Apprentice’
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TAEDTLER branding was featured prominently in episode 2 of Channel 9’s hit TV show Celebrity Apprentice, which aired on Thursday 19 April. Celebrity Apprentice contestant Marion Grasby (popular contestant Masterchef Australia), nominated Save the Children as her charity of choice for the season. In Episode 2, STAEDTLER purchased Marion’s artwork at a celebrity art auction, in support of Save the Children. Marion Grasby commented: “I’d like to give a heartfelt thank you to the team at STAEDTLER who generously gave to charity by buying my
The Hoff also provides an autograph – signing with a STAEDTLER Lumocolor pen
‘Celebrity Apprentice’ contestants, Marion Grasby, and David ‘The Hoff’ Hasselhoff, are seen wearing STAEDTLER T-shirts pictured with, on left – Margaret Savage, Marketing Manager and on right – Ellen Marquart, Brand Manager
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artwork at our celebrity art auction as part of Channel Nine’s Celebrity Apprentice TV show. It’s inspiring to know that a leading global brand like STAEDTLER is still prepared to give generously to charity at a local level as well as initiating international programmes such as the World Kids Colouring Day, which helps children in need. Now every time I pull out a pen to sign an autograph I’m going to make sure it’s a STAEDTLER because I know that I’m supporting a company that supports others. Thanks team STAEDTLER!”
friend of one of our STAEDTLER employees spotted this XXL advert for FIMO whilst on a mini-break to Prague and would love to see similar-sized STAEDTLER billboards in Germany too… Many thanks to Mr Warnt for the photo.
STAEDTLER France masters 4L TROPHY Race 2012 successfully
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n 16 Februar 2012, the students Maxence Rollet and Alexis Verthuy set out on an adventure of a special kind: the 4L Trophy “Desert Race”! As reported in Issue 179, the race serves a humanitarian pur pose: to collect as many donations in school supplies as possible for
Moroccan children in need. 1,375 Renault R4 cars – every one of them around 30 years old – s tarted in the French towns of Poitiers and Saint-Jean de Luz. The R4 of STAEDTLER France featured a specially made branding (designed by famous French comic author B runo Bertin) with WOPEX and A· B·S products.
The harsh desert conditions (sand, rocks, potholes, … even SNOW!) caused minor technical prob lems for the team. However, these were easily solved thanks to the mutual help and support among the racing teams … and in turn, the STAEDTLER team got other “adversaries” out of a jam more often than not. After 6,000 km of roads, gravel tracks and sand dunes, the STAEDTLER R4 racer and its crew returned to France safe and sound ... and ready for yet another desert adventure next year. Yves Mueller
Partnership with Save the Children and STAEDTLER was a perfect fit for this opportunity. STAEDTLER is a long-term supporter of Save the Children in Australia through its annual event, World Kids Colouring Day. More than 1 million people watch Celebrity Apprentice in Australia, and this was excellent exposure for our brand in support of a very worthy cause.
Margaret Savage
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Issue no. 180 August 2012
STAEDTLER International
STAEDTLER International
STAEDTLER – INSPIRING CREATIVITY
Hong Kong campaign “Where it all begins…”
STAEDTLER Malaysia has discovered a loyal consumer who is also an aspiring young talent in the art scene.
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hrough colour pencils and drawing, Nurul Eeman Hj. Mansor is creating a name for herself both locally and internationally, and she is taking STAEDTLER with her on this journey.
n ational and international level. Her collection of trophies and titles are testimony to her achievement, and she is well on her way to making a name for herself and her country proud.
I Love STAEDTLER It is safe to say that Nurul Eeman is a true supporter of STAEDTLER – in her own words she states, “STAEDTLER is always number one in my heart.”
A Star in the Making At only 14, Nurul Eeman Hj. Mansor is on a mission to make something out of her life through creativity and art. With an impressive portfolio showcasing her artworks and miniature models, Nurul Eeman is setting the right path towards a bright and promising future. Her interest in creativity and art began at the tender age of seven, but her true passion is in the subject of outer space and science. It comes as no surprise that Nurul Eeman has been appointed the first Junior Ambassador of Malaysia’s Space Tourism Society. Her artworks and miniature models incorporate her innate gift in sketching, colouring and painting as well as her interest in space and the universe. She has actively taken part in various colouring contests on a
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She has been using STAEDTLER products since she was a child and also credits her winning art competitions to STAEDTLER. “I don’t know if it is coincidence or luck but it seems that every time I use my STAEDTLER colour pencils, crayons and oil pastels, I often get to take home a prize,” she said. Nurul Eeman’s artworks and miniature models have been selected to represent the country in international contests, and some have been used and featured in calendars and book covers. Her art pieces are also visible locally where you can see her paintings and miniature models showcased at the National Planetarium and at the National Museum. Her paintings and drawings have been sent to Sweden, Denmark, England, Brunei, Indonesia, Thailand and China as souvenirs for all international visitors to her school. Some of her artwork is also on loan and displayed at several schools in Klang Valley.
Issue no. 180 August 2012
hanks to the long history of STAEDTLER, almost every person in Hong Kong has fond memories of using STAEDTLER pencils while growing up. Yet, in the new age of technology, people – especially the younger generation – are used to the convenience of electronic innovations and like to communicate through texting and social networking on their mobile phones and tablets. Most of them have forgotten the most basic and inspiring way of generating ideas – pencil sketching.
into STAEDTLER’s pencil graphite tip. The campaign slogan is simply “Where it all begins.” to drive home the idea.
To remind people that many great and classic designs originated from simple pencil sketches, STAEDTLER Hong Kong has launched an advertising campaign in which iconic and timeless designs were chosen from various categories and transformed
Since our last “Made in Hong Kong” TV commercial in 2011, this is another campaign aimed at elevating our brand reputation and inspiring people to exercise their creativity with STAEDTLER.
The print ads appeared in mass newspapers to inspire the general public, as well as in a few creative and design publications to target those who need inspiration in their professions and daily lives. Posters were also delivered to key distributors and schools to effectively reach our younger audience.
Joanna Pak
Nurul Eeman is the right role model for today’s children and teenagers because she can inspire other youngsters in the country to be creative and excel while doing so. It is also a testament to the STAEDTLER tagline – Your Inspiration. Darzian Darbi
Portugal’s Spring Road Show 2012 The national trade show ‘Papergift’ moved to a different exhibition date not in line with market needs for presenting new products.
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urthermore, the number of exhibitors was in constant decline because of high costs and the Papergift Show is no longer considered representative of the Stationery sector. Consequently, STAEDTLER Portugal decided to make its own exhibition called ‘Spring Road Show 2012’… In order to obtain the ‘critical mass of visitors’, this event was set in agreement with other competitors, namely Caran d’Ache, Edding, Faber-Castell, Fila, Maped, Pébéo, and Uni. The ‘Spring Road Show 2012’ took place in March, in the cities of Lisbon and Oporto, for altogether five days. Adressing solely professional users, the exhibition welcomed not only the largest wholesalers, but also major large and mid-sized retailers, allowing us to grab and catch their full attention, presenting all our Marketing Support 2012 novelties and very interesting promotions. Several buying agents of the most important companies were also invited.
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During the exhibition, some ‘big stars’ were born… FIMO modelling sets, the new range of FIMO colours, the brand new STAEDTLER
black box and – last but not least – the attractive colour lines ‘Precious Line’, ‘Rainbow line’ and ‘Pink line’.
Despite the hard times the Portuguese economy is going through, many of our customers visited the Road Show and response to the new
STAEDTLER products and concepts was very positive. Carlos Curião
Visual Chair, Car and Church Images with the kind permission and support of the artist Dalton M. Ghetti Note: Country-specific promotion only – no international rights of use or exploitation!
STAEDTLER Australia’s HAPPY FEET 2 3D Cinema Campaign
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TAEDTLER Australia ran a highprofile summer advertising campaign in-cinema to coincide with the release of Happy Feet 2. The campaign commenced on Boxing Day, the biggest movie release date of the year in Australia, and ran for five consecutive weeks. STAEDTLER tradition graphite pencils and 334 triplus fineliners were featured during the 30-second clip.
Australian Marketing Manager Margaret Savage comments: “Research strongly indicates 3D advertising delivers significant memory-retention results, with higher likelihood to purchase advertised products. The magic of the big screen combined with the sense of occasion creates an unrivalled advertising environment, and 3D technology enhances this experience.
The advertisement was enhanced with 3D elements and shown in 3D at cinemas where Happy Feet 2 screened in 3D – and in 2D elsewhere nationally.
Cinema consumption for adults with children increases 20% over the summer period as families on holidays attend movies together. A summer, school-holiday campaign
in peak cinema-viewing time is, of course, an attractive proposition. Happy Feet 2 movie-goers were also an ideal audience for this campaign. We succeeded in raising STAEDTLER brand awareness across the child and teenage target group pre-Back-To-School. It is estimated some 2 million people experienced our advertisement. The campaign research key findings undertaken by Val Morgan were extremely satisfying for us to see and further reinforced our decision to extend our cinema advertising to 3D.” Margaret Savage
Client VIP screening in Brisbane with (left-to-right): Paul Cashmore, (STAEDTLER Australia Managing Director), Ross Walsh (GNS Qld), Trevor Richards (STAEDTLER Australia Sales Director) and Jeff Sugden (GNS Qld).
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Issue no. 180 August 2012
Inspirations from around the world
Inspirations from around the world
Issue no. 180 August 2012
Illustration talent from India From talent to lifelong dream…
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ust like almost any other artist, Anwar recalls that “I became fascinated by drawing and colouring as a young child, as soon as I was old enough to think for myself. I felt a strong urge to learn how to colour and draw.
Profile: Anwar Shaik Anwar Shaik was born on 22.12.1974 in Jammu/Kashmir and grew up in a small town in the Indian state of Andhra Pradesh. For the past 14 years, he has lived in Hyderabad where he currently works for the Indian newspaper ‘Sakshi Telugu’.
I don’t know what it’s like in bigger towns or cities, but parents of a child from a small (Indian) town like mine react with shock and anxiety when their child begins to develop an interest in art instead of school or university. They do their very ‘best’ to talk their child out of it and, at some stage, may even revert to more extreme measures if their child doesn’t listen or follow their parental advice. Even school teachers and university lecturers tend to share this extremely disapproving stance. From primary school to university, I often experienced this kind of negative attitude and rejection when it came to art. Nevertheless, my desire to draw became increasingly stronger the older I got and I became particularly interested in illustrations and comics. Unfortunately, it would appear that there aren’t any suitable teaching facilities for these two specialist areas in India so anyone interested in studying them has to do so abroad. I am now 37 years old, married and have a 14 year old son. If every-
thing goes according to plan, he will have completed his education in approximately 10 years’ time. Once he’s found his footing in the working world, I would like to pass on ‘responsibility for the family’ to him and to then ‘go back to school’ to study art ...my so far unfulfilled lifelong dream.”
From dots and lines to impressive illustrations with STAEDTLER “When I first came to Hyderabad, all I could draw were a few lines and sketches using any pen I could get my hands on. I first became familiar with the STAEDTLER brand through some artist friends of mine. The first time I met Mr. Brahmam, he was hold-
ing a shiny royal blue pen in his hands which seemed to ‘fly’ across the paper while he was drawing with no apparent effort. When I asked him about it, he told me that it was a STAEDTLER pen ... a German brand and one of the ‘world’s best’ drawing instruments. Not only because of its design, but also because of its ‘handsome’ price. You could have bought 40 Indian-made pens for the amount it cost and I wondered whether I would ever own such a STAEDTLER pen myself one day. Another person I was influenced by is Mr. Mohan – artist, cartoonist and one of India’s first animation artists. He was a genius when it came to drawing with ink and possessed several STAEDTLER drawing pens. Mohan manages to use pens otherwise held at a 90° angle at angles of 75°, 42° and even 25°, thus creating wonderful masterpieces. A newcomer to the scene and aged only 22, I was extremely impressed by his technique. Today, when I get the chance to work with a technical pen, pigment liner or paintbrush, I know that it is him I have to thank for my technique. Now, after having gained experience in working and experimenting with drawing instruments, I have come to realise that talent alone is not enough if you want to produce a good work of art. Naturally, I cannot speak for all artists worldwide but, in my opinion, good-quality paper, a good technical pen and ink play just as important a role when it comes to bringing out the artist in us. What
could be more satisfying to an artist than to make a work of art using the tools of his trade and for it to look just like he’d intended? STAEDTLER products enable me to do just this and, consequently, give me a feeling of great confidence and trust. Lines and dashes are my style ... speed is my strength. When creating illustrations, drawing instruments, particularly fineliners, have to make thousands of short and long lines on paper – both reliably and evenly... just like a racing horse anticipating where his jockey wants to go, STAEDTLER pens seem to know the language of my fingers when I’m drawing. The pigment-filled tip is used to create intense, rich lines on paper yet must equally be able to make drier, less intense ones too. I always sign ‘Anwar’, my signature, by extending the last line I draw with a STAEDTLER drawing instrument... once, I asked myself whether I would ever own my very own STAEDTLER pen to express my creativity with – I have since gone on to become somewhat of an ‘inspiration’ myself thanks to this article in the STAEDTLER company magazine.
The Italian artist Fabrizio Erminio was born in Naples in 1985 and now lives near Venice. It is there that he went to art school and graduated as a graphic designer. He says that he began drawing as a hobby at a very young age.
H
e found that the older he got, the more time he spent on his drawings. He also discovered that drawing is a wonderful way to express himself and to capture the beauty of his surroundings. Erminio therefore began to experiment with a number of different techniques, yet soon found out that he preferred to draw with pencils. “Pencils are best for giving a unique touch to my pictures, not least because they can be used to create an incredible variety of detail.“
Thank you STAEDTLER!”
You can see and read more about the artist here: http://www.flickr.com/photos/anwartheartist/, https://www.facebook.com/indianinker, http://thisisanwar.blogspot.in/ and http://kunchekomchem.blogspot.in/ 18
From Italian lines to lifelike drawings
When questioned on the ‘tools’ of his trade, Erminio stresses that pencils are all he requires… as they “possess just the right characteristics for this art form.“
Erminio has worked with many different pencils but always comes back to STAEDTLER products as he finds their quality impressive and is convinced that they are the best for his works of art. STAEDTLER pencil leads offer an exact and crystal-clear performance on paper. They have a well-balanced lead formula and, depending on the product line selected, are available individually in a great variety degrees as well as in different sets offering combinations of hard to very soft leads. This mixture is particularly relevant to professional artists and Erminio is of the opinion that STAEDTLER satisfies these demands to the full. We would like to thank Fabrizio Erminio for this compliment and take
this opportunity to present just some of his works of art to our readers here.
If you would like to see more, you can do so on his Facebook site:
http://www.facebook.com/pages/ Fabrizio Erminio Fabrizio.Erminio 19
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