The window drawing weeks

Category: campaigns & activation


OLV, OLR, Socials, Display, Print, UCG, Content/Influencers, SEO/SEA, website

keep distance, stay connected

0 %

 Lift in sales

0 M

 worth earned media impressions

0 awards

 integrated content/ social and search



the challenge

When Coronavirus lockdowns hit, edding was unable to sell at 80% of its outlets. Covid felt like an all consuming threat with many practical restrictions, such as social distancing and not being allowed to travel.

the inspiration

Being able to express oneself – freely and individually – is part of your freedom. A basic human need. How can edding activate this freedom in a relevant way during a time of social distancing?

the idea

What if we see windows as a canvas to communicate? What if we activate people to make window drawings with a positive message and share these with the
neighbourhood and on social media?

the growth

The content received nationwide support because of its purposeful character and sincerity. What started as a local initiative to stay in touch, using windows as a canvas has grown into a yearly activation in 11 countries in Europe and Latin America.