To create a key visual in the promotion of the Pilot Pen V Series. The creative was used across print, poster and OOH advertising across India. The target audience was students aged 15—20.
We placed emphasis on the pen range and showed a variety of pen colours. The pen’s formation creates a graphic V shape. Using ‘V for Victory’ as the main headline enables us to link the pens to success. ‘V’ also stands for the Pilot V Series. We added the image of a runner ‘breaking the tape’ to the execution in order to reinforce a winning victory. The pens have drawn the running lanes! The ad copy talks about the V series ink flow being uninterrupted and the final sign-off supports the idea that using the pens will ensure you always come first.
There were multiple executions across print and poster throughout India and the campaign has seen sales of the Pilot V-Series increase.