Adding a splash of color to a stationery classic.

The brief.

Our longstanding client BIC had an image problem—despite their success as a stationery supplier, they were still being perceived as a value brand. We had to create a product-focused campaign that was premium, stylish, colorful and changed people’s expectations about what BIC stands for.

The idea.

Let It Flow. A bright, dynamic expression of the playfulness that happens with BIC. A video that emphasizes unique selling points of the BIC Gel-ocity Quick Dry and BIC Velocity Max pens, while also capturing the joy and passion of creativity.

The execution.

A gorgeous animated stop-motion video that shows how people feel when BIC pens get their creative juices flowing. Using a combination of photography and animation, we bring people’s drawings and doodles to life.

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