Say Hello to One Direction: Sharpie Connects with a New Generation
Sharpie
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The Challenge
Sharpie wanted to spark fresh energy with a new generation of fans. With One Direction’s U.S. tour on the horizon, the brand had a unique opportunity to connect with millions of expressive teens through the power of creativity, art, and music. The challenge: how to cut through the noise of pop culture while staying authentic to Sharpie’s brand promise of self-expression.
The Insight
For teens, fandom isn’t passive—it’s personal. They don’t just listen to their favorite artists; they create, share, and wear their devotion. By giving fans tools for self-expression, Sharpie could become more than a marker—it could become part of the movement.
The Idea
The campaign asked one simple thing: Say HELLO.
Fans across the country were invited to get creative with Sharpie products and design their own “HELLO” messages to One Direction. Partnering with pop star Ariana Grande, Sharpie amplified the campaign through a fully integrated mix:
Print and in-store displays
Email marketing and radio promotions
Social media activations and TV spots
A secret-location mobile tour that brought the excitement directly to fans
The Impact
The Say Hello to One Direction campaign turned pop fandom into brand engagement:
Built a direct, emotional connection with millions of teens
Positioned Sharpie as the go-to tool for creative self-expression
Elevated the brand’s presence across multiple channels while tying it to one of the biggest cultural moments in music
By uniting art, music, and fandom, Sharpie proved that a simple “HELLO” could spark unforgettable connections