Artline
Artline - Up To The Challenge
Turning Obsession with Quality into a Creative Advantage
Background
Artline’s reputation for quality has been built over decades, but in recent years, the category has become crowded with low-cost competitors and private-label lookalikes. These competitors often undercut on price, but not on performance.
The opportunity was clear: reassert Artline’s market leadership by turning its “almost obsessive” commitment to quality into a creative strength. The challenge was to do it in a way that felt fresh, memorable, and emotionally resonant, while ensuring every media dollar worked harder to deliver broad reach and high engagement.
We built the campaign around a unifying creative platform “Up To The Challenge” that tells three bold product stories:
- Artline 70 Permanent Marker – Built for lasting performance in any environment
- Artline 200 Fineliner – Made to go the distance
- Artline 577 Whiteboard Marker – Colour that leaves a brighter mark
Objective
In a market where cheaper alternatives are multiplying, it was critical for Artline to reinforce its premium positioning and reconnect emotionally with consumers. The campaign needed to do more than list product benefits, it had to dramatise the brand’s ability to perform under pressure, enable creativity, and stand apart from the crowd.
Our objectives were to:
- Rebuild and reinforce quality credentials so Artline is recognised not just as another stationery brand, but as the most trusted and tested choice.
- Create memorable storytelling that transforms rational product truths into an emotional, creative hook.
- Drive broad yet efficient reach using high-impact, premium media environments with smart frequency to avoid wastage.
- Lay the foundations for a flexible, ownable creative platform that can evolve across channels and future campaigns.
Our Approach
We brought Artline’s obsession with performance to life through energetic, challenge-based storytelling. Each product was positioned as a hero, capable of withstanding the toughest, most creative tests, reinforcing the brand’s quality under pressure.
The “Up To The Challenge” creative platform united three distinct product narratives under one confident brand truth. We used bold visuals, product demonstrations, and an unapologetically determined tone to showcase how each marker was designed to exceed expectations.
By building a campaign identity that was flexible enough to house multiple product messages yet unified under a single idea, we set the stage for long-term brand storytelling that can evolve into new formats, channels, and cultural moments.
Media Strategy
We prioritised premium, high-attention environments to maximise brand impact and recall while keeping delivery balanced across all three products.
- Non-skippable, large-screen placements designed for maximum attention and storytelling impact.
- Premium BVOD inventory across major networks, ensuring the creative was seen in trusted, high-quality viewing contexts.
- Connected audio placements delivering high household reach with optimal frequency, complementing the visual storytelling with consistent brand reinforcement.
This channel mix ensured Artline’s message was delivered across multiple touchpoints, combining visual immersion, brand recall, and cost-effective reach.
Results
The campaign delivered over 3.7 million impressions, almost 50% above forecast, with standout completion rates across video and CTV ensuring the creative was absorbed in full. High household reach through connected audio extended the message beyond screens, creating multiple touchpoints that reinforced recall – proving that when creativity meets the right audience, the results speak for themselves.
REBORN's Role
- Creative Strategy & Platform Development – Define brand territory and overarching creative direction
- Production Management – Coordinating shoots, edits, and asset delivery for multiple platforms
- Media Strategy & Planning – Plan, buy, and optimise channel mix
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