Faber-Castell launches ‘Imagination knows no failure’ as the fourth part of its global brand campaign

The global brand campaign ‘Creativity in your hands’ is entering its fourth phase: with ‘Imagination knows no failure’, Faber-Castell reinforces its ongoing commitment to promoting creativity and inspiring people worldwide to unlock their full creative potential.

Stein, 02. April 2025 – Creativity knows no bounds. Even work that is seemingly ‘flawed’ can be transformed into a masterpiece. Under the motto ‘Imagination knows no failure’, Faber-Castell extends the ‘Creativity in your hands’ brand campaign that began last year and aims to further encourage people to believe in and express their creative abilities.

The first phase of the campaign revolved around powerful audio-visual storytelling. The brand film showed various people in everyday situations who initially doubted their creative abilities but then found the courage to express themselves creatively.

The second phase, ‘Your expression. Our tools’, featured a variety of people who created their own designs to present themselves in a colourful and sometimes humorous way. The third phase, ‘Many ways to get creative’, showcased how two people can express the same message using different ideas, styles and tools.

‘Mistakes’ become masterpieces

In the fourth phase, the campaign goes one step further: ‘Imagination knows no failure’ presents various scenarios of how seeming ‘mistakes’ are made into something new, creative and beautiful. It includes four videos that appeal to different target groups:

• The first video shows an artist creating an impressive new artwork from a flawed draft.
• The second video displays a child developing a completely new and imaginative creation after a drawing error.
• In the third video, a teenager turns an initial disappointment into a positive solution.
• The fourth video focuses on an adult who finds a charming way to move past a creative dead end.

These clips are complemented by static visuals that display the campaign's key message. All materials are optimised for various channels, including social media, print and point of sale.

Creativity as the key to personal development

This part of the brand campaign once again underlines Faber-Castell's strong belief that creativity is an essential part of personal development and lies in the hands of each and every individual. The company wants to encourage people of all ages to use their imagination and see perceived ‘mistakes’ as opportunities for new ideas.

Dr. Susanne Veldung, Head of Corporate ESG / Sustainability & Brand Equity at Faber-Castell, explains: “With ‘Imagination knows no failure’, we want to show that every creative process is valuable. We firmly believe that there is no such thing as failure in creativity – every attempt is a step towards self-expression, development and innovation. This is how we want to help artists, no matter their age or experience level, to overcome their fear of failure.”

At the same time, Faber-Castell’s strategic focus remains on long-term brand building and positioning itself as a lifelong companion for artistic and imaginative creation for a broad target group – from children and young people to professional artists.

Global reach and local adaptation

This phase of the campaign will be rolled out again worldwide in over 25 countries from April 2025. To that end, Faber-Castell is employing a combination of global consistency and local adaptation. The core message and concept remain the same in all markets, while individual visual elements and texts can be adapted to the respective local tastes and demands. This approach has already proved effective in the first three parts of the brand campaign ‘Creativity in your hands’: over 1 billion impressions on Faber-Castell's global social media channels alone.

For more information on the brand campaign ‘Creativity in your hands’, please visit our landing page: https://www.faber-castell.com/corporate/creativity-in-your-hands

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