Ignite 2x | Ads

Who cares about a throwaway pen, anyway? Turns out that a lot of people do. Meet Zen, a spokesperson – make that a spokesanimal – who is wise, trustworthy and engaging. Zen enlightens consumers about the products and adds humor into this commoditized category, while building brand name awareness. Zen provides helpful tips in the form of “Zen sayings,” and makes shopping easier and fun. This new positioning debuted with the “Find Zen in Your Pen” integrated campaign, and consumers weren't the only ones excited to find their Zen.

Creative Director: Virginia Porcino