Ideas for Waterman Pens Covid campaign

As a brand of writing instruments positioned for inspired writing, Waterman pens can initiate an international writing competition around the theme of Covid for aspiring and well-known writers. Here are ideas for Waterman’s Impressions of Covid campaign in print/digital/social media and video/TV.

Digital/Print/Social Media Campaign:

The writing instrument that is meant for inspired writing can in turn inspire writers to turn their impressions of Covid into eloquent writing, whether it’s an essay, a poem or a short story. Waterman can announce an international writing competition through this social media advert as well as a print advert, since it has news announcement value.

I have suggested writers such as George Saunders, Jhumpa Lahiri and Zadie Smith for the jury which is, of course, open to discussion.

Below are two layouts for the same advert and my recommendation is for the one on the left featuring water colour art, since it is better suited to the Covid subject. Besides, one of the brand campaigns that I have already worked on for Waterman (but cannot share here) uses the creative idea of ink swirls in water, so the advert on the right might be confused with that, were they both to run in media.


The video for the Waterman international writing competition is meant for social media, YouTube as well as TV, since it has news announcement value.

The creative idea in the video is to juxtapose writers at their homes either reading or writing, with ink swirls in water as moments of inspiration that strike them during work. I have chosen the music track Feux d’artifice (Fireworks) by Claude Debussy for this video, because it features extraordinary piano riffs that work beautifully with the ink swirls of inspiration.

When a writing instrument like Waterman inspires great writing, why not put it to use to remember a human tragedy that will probably define the 21st century.

The stock images used in the print/digital advert as well as in the video are from Pixabay, and from Unsplash. The video uses Feux d’artifice from Preludes Book II by Claude Debussy, from and is thankful for the same.