PILOT G2
INSIGHT:
Distracted, confused, and patting your palms across your body from your ears to your knees, you swing your head from one side of the room to the other. The brilliant idea you just had has slipped from your clutch, replaced by a frustrating realization—your best pen is gone.
By creating America’s best-selling and longest-lasting gel pen, Pilot has inadvertently created America’s most taken pen.
IDEA:
How much have those lost ideas cost the economy over the years? Pilot’s new program would help bring some personal relief and maybe even restore balance by hunting down and returning your long-lost pen. Or at least get you one that looks a lot like it.
Radio Spot
Who better to represent Pilot’s uncompromising values than the man willing to stop at nothing to get back what has been taken? Ai was used to create the voice of our hero constructing a heftily worded email through gritted teeth. Soundbites and speech were pulled together and edited by me in Garage Band.
Longest lasting. Most taken.
Not everyone sees their favorite pens again. You can.
He knows what it's like to have something taken. We do too.
A Microsite Where You Can Report Your Lost G2
Visitors will be able to make a one-time claim tied to their address, where Pilot will send a new Pilot G2 pen. The person who stole it to begin with? Good riddance.
Pilot Pen Safe
To help you maintain your valuable stash of free-flowing G2 pens, we would develop a Pilot Pen Safe fit for the shadiest of office spaces.
Equipped with a hermetically sealed compartment to keep packs of refills fresh, no matter the point size or color, over the incredibly long life of each pen.
Want to distract a clueless thief? Leave it open with dummy pens galore. They’ll think they’ve hit the jackpot, while the real prize remains securely with you.