Parker is a heritage brand from 1956. They want to preserve the history whilst also appealing to a new young generation Z market. Our insight was Nostalgia, or faux-stalgia, a trend among our neo-punk target audience mindset. Harking back to a by-gone era of vintage fame has real appeal. From vinyl, to Polaroids, to Stranger Things, Gen Z want a piece of the style and attitude of the past. We refreshed the original Jotter launch ad by bringing it up-to-date with a modern, energetic twist. We celebrated the icon of everyday writing by hinting to the original Jotter launch through a contemporary aesthetic.
- Client: Parker Pens
- Role: Creative, art direction and design