Pens with Benefits - Carney
The Daily Carnage

Pens with Benefits

How do you make an advertisement for pens… exciting? So exciting that viewers are inextricably enthralled by it? Sounds like a hurdle not even the biggest pen could draw its way over.

But that’s just what Japanese retailer Muji did—they went big. In a temporary installation-turned advertising opportunity, Muji employed R/GA Tokyo and 37,968 pens to build a giant, mesmerizing mural of Tokyo’s skyline. The result is a colorful, light-filled display reminiscent of Lite Brite, substituting the plastic pegs for thousands of stacked pens.

They then lit the formation up using projection mapping, which involves shining vibrant moving patterns and images onto objects. The creation is simply magical and definitely worth a watch…or three. (It’s just so pretty!)


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