Refill. Reuse. Rethink.
Because saving trees begins with the smallest change — your pencil.
For Cello’s UNOMAX reusable pencil campaign, we wanted to turn a small object into a big statement. The video opens with a powerful visual — a girl rushing to hug a tree, symbolizing the urgency of protecting nature. As wooden pencils fall away, we introduce the solution: a wood-free mechanical pencil that’s smart, stylish, and sustainable.
With clean, Pinterest-inspired desk aesthetics and crisp close-ups, we showcased every detail — the grip, the refill system, the colors, and the precision of 2.0 mm leads. This wasn’t just a product video; it was a call to refill, reuse, and save — one pencil at a time.
What We Did
🔹 Campaign Objective
To create an awareness-driven social media ad that highlights Cello’s commitment to sustainability through their UNOMAX Wood-Free Reusable Pencils — encouraging users to adopt refillable, eco-conscious alternatives.
🔹 Brand’s Instruction
The goal was to communicate sustainability with simplicity — showing the shift from wasteful wooden pencils to an innovative, reusable solution, while maintaining a modern and aesthetic presentation.
🔹 How We Executed It
We designed a narrative that began emotionally — a girl running to save a tree — symbolizing what’s truly at stake. The tone then shifted to a positive, product-focused aesthetic showcasing the pencil’s features: precision writing, refill system, sharpener, and smooth usability.
The entire setup was shot in a clean, Pinterest-inspired environment — highlighting the product’s premium look while staying grounded in the sustainability message.
🔹 The Result
A visually captivating and thought-provoking reel that delivered impact within seconds. The ad successfully merged emotional storytelling with product clarity, making sustainability not just a message — but a movement. It positioned Cello’s UNOMAX as a smart, future-forward choice for conscious consumers.
