Cultura introduces a 4-color erasable and refillable pen—an innovation that goes beyond writing to become a tool for transformation and reinvention. With this product, every user can imagine, erase, and reimagine, again and again.

Write. Erase. Reinvent.

This slogan perfectly captures the essence of the pen. Designed to offer a fresh perspective on writing, it’s at the heart of a campaign blending a digital film and in-store displays.

The campaign’s core idea? A simple yet intriguing question:

What if this pen had the power to change the course of things?

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Creative Storytelling: The Pen as a Catalyst for Transformation

To bring this vision to life, we positioned the user as the narrator of their own story. In our narrative, the erasable 4-Color Pen becomes more than just a tool—it embodies the power to change things.

The minimalist visual universe puts the user’s hand at the center, driving transformation. A standout moment is a reimagined Little Red Riding Hood: as the wolf threatens the heroine, a hand wielding the pen erases the danger and sketches a happy ending. This metaphor perfectly showcases the product’s features while sparking the imagination.

Creative Collaboration: The Alchemy of Design and Innovation

This campaign is built on a powerful idea: turning every user into a creator. The clean, minimalist design reinforces this concept by visually demonstrating the pen’s impact—rewriting stories at will.

The film, the cornerstone of the campaign, explores scenarios where the pen becomes a genuine tool for change. The message is clear and universal: with this instrument, anything is possible.

Engagement & Impact: The Pen That Sparks Reaction

From its launch on Facebook, the video sparked strong interest. Feedback from the Cultura community revealed genuine enthusiasm for this innovation and its original positioning.

In stores, visuals and videos extended this momentum, creating a cohesive and immersive campaign. The key features—write, erase, reinvent—captured attention and boosted interest in the new range.

This campaign showcases the power of thoughtful storytelling. MUTT and Cultura successfully transformed an everyday object into a true source of inspiration through a bold idea, refined aesthetics, and engaging narrative.

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