Edding | Treibhaus

Ed & The Möglichmaker –
an unbeatable Duo!

Role: Concept Designer
Client: Edding
Date: 11/2023

Marking
New Grounds

For almost two months, our Miro board kept growing with our team's ideas and questions. As a group of three, we wanted to understand why people chose Edding over other brands. We also looked into the feelings people had when using Edding products. It soon became clear that Edding was missing a personal, emotional touch. This discovery inspired us to bring more heart and emotion into the Edding brand.

Concept
Summary

We started with a simple question: "What moves people in Germany?" In these challenging times, we wanted to find out what motivates people to stay positive and hopeful.

Edding has always been known for leaving permanent marks, but we realized it could do even more. It can inspire change and motivate people to make a difference. That's why we created Ed Ding.

Ed Ding is more than just a character; he's the embodiment of Edding's spirit and values. He's relatable, just like the pioneers and innovators we see today. Ed Ding encourages everyone not only
to see the change around them but to be an active part of it.

With Ed Ding and Edding, we’re creating a community of people who are passionate about making a positive impact.

Who is Ed?

In a time of profound change, in which people are looking for positive counterweights and positive impulses, Edding sets a positive counterbalance. By making Edding’s already established pioneering spirit into a campaign personality, a spirit that has been in their product since 1960,
but its potential has never been utilised. This is why creating Ed Ding and the Möglichmarker made sense, Ed is positive and inspiring. Ed Ding is permantly there for you,
Ed is your ally for change.

Ed’s story as a campaign personality begins —

The Möglichmarker will be advertised through mostly social media channels. The campaign introduces a silhouette of Ed and a teaser about making a change. This will last for 2 weeks.
Ed launches the "Möglichmarker" Online - ChangeHub as part of this campaign. It also further explains the process to make a change, by adding people's ideas within the platform for Edding to make them come true and change the world together!
The mostly voted ideas are advertised in social media, encouraging people to either vote or continue adding more ideas into the platform. Ed being always the inspiring personality throughout this campaign.
This will last 3 weeks.
The most popular ideas are called for a last voting process, to determined the winner idea.
This will last 1 week.
Lastly there will be live communication for 2 days showcasing the winner idea and encouraging people to keep up with the process to make this idea come true!

Lastly the post-communication where Edding, Ed Ding, and the winners continue posting about the process of making the idea come true together.