BIC - PROACTIVE PRINT

Just keeps going

SITUATION: BIC pens have been around for a long, long time. Our pens just keep going – not only the brand, but more importantly, the pens themselves.

TASK: To create a brand ad that plays into a common conception of the BIC range of pens.

ACTION: In a simple print execution, we proposed line drawings done in a single, scribbled stroke - of certain public figures who are famous for their long-lasting careers: In this case, Keith Richards and Riaan Cruywagen (popular South African TV personality).

CREDITS: Concept, copy, scamp: Cameron Dalton & Ernst van der Merwe