Sharpie · Creative Marker Scroll
Sharpie

Biggest
Innovation
in 60 Years.

We didn't brief anyone on what to say. We just handed them the markers.

The Challenge

Sharpie's most significant launch in six decades.

Sharpie Creative Markers were a genuine leap. New formulas, new configurations, new creative capabilities the world had never seen from the brand. The question wasn't what to say about the product. It was how to let the product speak for itself.

The Brief
We invited real people off the street to see what they thought. What followed formed the basis for a multi-year campaign. Strategic Brief
The Approach

Real people. Real reactions. A multi-year campaign.

We stopped people. Graduates, designers, artists. And handed them Sharpie Creative Markers without briefing them on what to say. Their authentic reactions became the campaign. Product that inspires genuine wonder doesn't need a script.

What those interactions revealed formed the strategic backbone for years of Sharpie creative work. The same human truths surfaced every time: expression, surprise, and the immediate sense that these weren't just markers. They were tools for something bigger.

How We Did It

Three moves that defined the next decade of Sharpie work.

01. Street Reactions
Real people. No scripts. Authentic responses to a product that genuinely surprised them.
02. Multi-Year Foundation
The insights from those interactions shaped Sharpie creative strategy for years to follow.
03. Product-First Storytelling
The product did the work. The campaign captured it honestly.