Sharpie's 'Uncap what's inside' by Draftfcb

Share this content:

Sharpie's recently launched “Uncap what's inside” campaign aims to show the power of tangible self-expression in an increasingly digital world.

“Our job was to really come up with something that could speak to the breadth of products that Sharpie offers,” says Gigi Carroll, creative director at Draftfcb. “We found early that Sharpie was an advocate for [tangible] self-expression, which is different than typing an e-mail or having a Facebook page,” she says.

Upon surveying Sharpie-related content across social media sites, Draft discovered that Sharpie was being used in ways that went beyond the brand's reputation as primarily a labeling implement.

“The campaign, rather than creating something new or some interpretation of what people were doing or what Sharpie should be, became more about curating what people were already doing,” Carroll says. “Whether you look at print or site, it's really more of a reflection of what people do with Sharpies, which we hope will inspire people to spend time with the different way they can express themselves,” she continues.

Please e-mail for all feedback and contributions.

Sign up to our newsletters

Company of the Week

Since 1985, Melissa has helped thousands of companies clean, correct and complete contact data to better target and communicate with their customers. We offer a full spectrum of data quality solutions, including global address, phone, email, and name validation, identify verification - available for batch or real-time processes, in the Cloud or on-premise. Our service bureau provides dedupe, email/phone append and geographic/demographic append services for better targeting and insight. For direct mailers, Melissa offers easy-to-use address management/postal software, list hygiene services and 100s of specialty mailing lists - all with competitive pricing and excellent customer service.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above