This TVC was part of the first brand campaign ever done by Pilot in Romania. After two other successful campaigns done by our agency for Pilot Frixion (a sub-brand of Pilot), the client, Dacris, decided to invest in a brand campaign to promote the entire range of pens. The campaign was built on the insight that people do not pay that much attention to pens, as their involvement in the category is usually low. It is the reason why people "steal" pens without noticing, chew them or ask others to borrow pens, as if they were nothing. Of course, Pilot - a brand with such quality pens - decided to increase people's involvement in the category. Some pens just worth the effort.