Faber-Castell’s “Shot on Faber-Castell” Campaign, inspired by Apple's "Shot on iPhone"

When you first look at Faber-Castell’s “Shot on Faber-Castell” OOH campaign, you might mistake it for Apple’s iconic “Shot on iPhone” ads.

Clean layout.

White borders.

Minimal copy.

But if you look a little closer, those aren’t photos, they’re hyper-realistic pencil drawings, each drawn using Faber-Castell pencils.

At first glance, it’s a parody. But in reality, it’s a strategic move.

By mimicking Apple’s minimalist aesthetic, one of the most recognizable ad formats of the decade, Faber-Castell instantly triggered curiosity and recognition. The twist? Instead of showing technology capturing reality, they showed art recreating reality, by hand.

For years, Faber-Castell has been seen as the “school pencil” brand, something every child uses, but this campaign changed that perception. By showcasing what their professional-grade art supplies can achieve, they repositioned themselves from “childhood stationery” to “professional creative tools”.

And they did it without shouting, just by showing the power of their product.

This campaign teaches a few key lessons:

1. Borrowing isn’t stealing when you add meaning: Faber-Castell didn’t copy Apple for clout; they used a familiar format to create contrast between photography and art, between machine and hand.

2. Simplicity still sells: No loud visuals, no sales pitch, just product proof and a smart idea.

3. Perception can be redesigned: Sometimes, your best rebranding tool isn’t a new logo, it’s a clever campaign that reframes what you already do.

   
   

So, was this campaign a case of clever homage or calculated mimicry? Maybe both, and that’s what makes it brilliant.

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