Parker, the luxury pen company founded by George Safford Parker in Janesville, Wisconsin have been crafting writing instruments since 1888. To celebrate their 125+ year history we were given a Parker Sonnet- a fountain pen composed of 17 pieces, 18K solid gold nib and seriously handsome refined chiselled metalwork.
Beyond the gift of a pen, Parker challenged Ape to ‘Better Thinking’. The crux; to write about how we picked up a pen, and discovered clearer thought and wrote down better ideas. It was a challenge which instantly caught our interest. In the fast-paced world of the internet, where we are forever connected; be it through your laptop, iPad, iPhone (and BlackBerry)- it is unrelenting.
This relentless connectivity is something many complain about yet, it’s also a positive- we can consume more information than ever before, and more quickly. Things get done, quicker. However, one area we feel suffers, at Ape, is creativity. Time to think. And Parker’s ‘Better Thinking’ campaign is all about re-invigorating creativity.
In truth, the campaign was well-timed for us- with the busy Christmas period, there is a tendency to be glued to your iPhone like it’s your only oxygen source. So, in light of this- I decided to take my Parker Sonnet, wrap up in a Canada Goose coat with a hot cup of freshly ground black coffee and sit in the fresh countryside air to simply create better content. Not an electronic device in sight. It was throughly liberating, head-clearing and creatively productive.
I used the time to plan top-level strategy for Ape; an overview of what we are trying to deliver to our readers, in the most effective and thorough way. There’s something unique about the clairty of thought and ideas that are put from pen to paper, versus keyboard to word processor. It will be happening more often.
This story is applicable to all. A moment of mindfulness. Switch off from your routine and electronic addiction, pick up a pen- and plan, think, create, do something out of the ordinary. It’s so refreshing. Naturally we send some praise Parker’s way, not only for providing a particularly stylish and classic pen but also for conjuring such a wholesome campaign.
More at www.parkerpen.com – get creative.