How do you get guys to spend more on a pen? Uni-ball decided to align its brand with high-tech toys they love in a campaign emphasizing digital video. The brand relied on a successful campaign last year to inform digital budget allocation this time around, and currently is using creative from the previous effort in pre-roll video spots.

Martin Wodarz, group creative director at digital marketing agency Tris3ct, creator of the campaign, said the goal was to give uni-ball pens "badge value." In a market flooded with cheap, store-brand stylos, uni-ball needed to not only justify the higher price point but also get it into the shopping cart.