MTN presents its first metal-bodied marker. We know that not everyone will immediately understand what that means, so below we'll explain the reasoning behind this product, as well as all the curious details surrounding its design and recent launch campaign.

For many years, MTN has been researching how to produce a marker with a metal body, the only format capable of safely containing highly resistant xylene-based paints.
At last, the necessary conditions came together for the product to see the light of day, living up to MTN's personality and hallmark authenticity.

JAPANESE HERITAGE

Markers of this kind are typically manufactured in Japan. Graffiti writers who travel to Japan often return with all sorts of markers covered in labels filled with indecipherable letters and kanji.
Inspired by this premise, we felt it would be fun and exotic to give the product an Asian identity. That's why, in addition to choosing a Japanese name, we decided to represent it through its corresponding kanji characters and develop an aesthetic linked to various contemporary Japanese identities.

THE IMPORTANCE OF METAL

We chose metal as the product's defining feature and, from there, looked for a catchy Japanese name that wouldn't rely too heavily on clichés. That's how KŌKŌ came to be: the reading of two kanji characters 鋼甲 which, when combined, mean "metal armor."

WATCH YOUR BACK!

As a nod to graffiti writers, we decided to incorporate an icon inspired by the police surveillance warning signs commonly found in Japan, humorously suggesting a potential illegal use of the marker.

FORGING THE PERFECT MARKER

As you may have seen on our social media channels, for the launch reel we wanted to do something we're not usually known for: tell an allegorical story.
Playing with the idea of "forging" the marker seemed like a fun concept, which we were able to bring to life at Taller de Forja del Raval thanks to Guillermina Morales, a renowned blacksmith from Barcelona.

ACTIVATIONS AND STREET CAMPAIGN

The kanji characters representing the marker's name had a strong visual identity and aesthetic appeal that we wanted to make the most of. So, one month before the launch, we spread the logo throughout the city of Barcelona, once again guided by the motto "think globally, act locally."
To round off the campaign, product presentations were held at MTN stores, where visitors received a sticker inspired by the classic "HELLO MY NAME IS" labels, reimagined with the KŌKŌ identity. A giant version of the same sticker was also installed so customers could test the marker directly at the point of sale.

Once again, we have poured all our passion, knowledge, and creativity into a product that already begins its journey with a great story, and whose path has only just begun.