Creativity as a way to connect

As part of the Back to Art season, STAEDTLER aims to strengthen its connection with drawing enthusiasts and creative art lovers. The brand seeks to showcase its product ranges, from beginner-friendly tools to products for more advanced artistic practices, while reaching new audiences.

The goal is to build direct connections with creative communities by encouraging product discovery and artistic expression. STAEDTLER also aims to extend this momentum in stores, linking event-driven brand engagement with key retail campaigns from its partner retailers.

When drawing becomes a shared experience

To meet this challenge, GLOBE GROUPE oversees the entire initiative, from roadshow planning to on-site deployment. The strategy combines events, influencer marketing and drive-to-store to introduce audiences to STAEDTLER’s creative worlds through an engaging, participatory experience.

The initiative showcases the brand’s three product ranges: Artist Series, dedicated to artistic practices; Design Journey, focused on creative experimentation; and Lumocolor, which complements this universe with its writing and marking solutions. Meanwhile, our agency ADMS reached out to several influencers to take part in different stages of the roadshow, including @Bruno Graffer, an artist and brand partner. These collaborations encourage interaction with creative communities and boost the campaign’s visibility.

In parallel, in-store activations extend the experience through retail partners. This approach connects product discovery, audience engagement and commercial opportunities throughout the customer journey.

  • 80 000+

    Impressions generated

  • 90+

    Content created

A vibrant roadshow that inspires creativity

At the heart of the roadshow, a specially designed truck welcomes visitors around a giant collaborative mural. Visible from the outside through its transparent windows, the mural stretches along an entire interior wall. Everyone can add their own touch and contribute to a collective creation inspired by STAEDTLER’s creative worlds.

Around the truck, GLOBE GROUPE coordinates a visual setup designed to attract passers-by and encourage participation. High tables invite visitors to colour directly on their surfaces. Meanwhile, dedicated drawing areas showcase products from the brand’s three ranges. Finally, feather flags, pavement signs, parasols and mobile mini-carts complete the installation.

The programme then alternates between workshops, demonstrations and artistic encounters. In Paris, Bruno Graffer, an artist and influencer with a large social media following, helps boost the roadshow’s visibility among creative enthusiasts. An illustrator also creates portraits of visitors, while a prize wheel gives them the chance to win STAEDTLER gifts. Through these activities, the brand creates more touchpoints with its audience, encouraging visitors to discover its product ranges in action.

Finally, the experience extends to retail partners Boesner, Cultura, Dalbe and Rougier & Plé Graphigro. In-store activations and special offers continue the experience in-store. This seamless connection between public spaces and retail locations supports a drive-to-store strategy, bringing the brand experience closer to the point of purchase and encouraging visitors to discover the products in-store.