Launched in 1964, Sharpie invented the permanent marker category and has long been an iconic global brand, best known for its vibrant, permanent markers. In Australia, however, the brand was increasingly seen as functional rather than inspirational — a product for labelling or office tasks, not a tool for creativity or self-expression.

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The challenge set for us by Newell Brands was clear:

Reinforce brand relevance in a crowded stationery and creative tools market.

Expand reach beyond traditional artist audiences, engaging lifestyle-driven demographics.

Reposition Sharpie as a versatile, accessible tool for self-expression in DIY, parenting, lifestyle, and personal creativity.

To remain culturally relevant, Sharpie needed to spark inspiration in everyday moments, transforming perception from utility to creativity

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Our main aim was to reconnect Sharpie with new and younger audiences through an authentic influencer campaign that repositioned the brand from functional to inspirational. We sought to make Sharpie a creative enabler for anyone, anywhere — sparking inspiration in everyday moments across lifestyle, DIY, parenting, and personal creativity categories.

We developed a 12-month influencer-led campaign called ‘The World is Your Canvas’. Instead of treating Sharpie as a product for artists alone, the campaign tapped into the content styles of everyday creators, showcasing Sharpie as a natural extension of modern life.

THE APPROACH WAS BUILT ON THREE PRINCIPLES:

AUTHENTICITY - empowering influencers to interpret Sharpiethrough their own voice and style.

DIVERSITY - working across categories from parenting toweddings to home décor, broadening relevance.

COMMUNITY FIRST-ENGAGEMENT - ensuring content felt native toeach platform and resonated with audiences who already trusted these creators.

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By shifting Sharpie’s role from functional to inspirational,the campaign positioned the brand as a creative enabler for anyone, anywhere.

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