Password To Creativity

BiC

2018 (Spec) Print/Transit Campaign to tie the long-standing BiC brand with the celebration of individuality of creators and the unique ideas that can only be accessed and manifested by them.

 

PROBLEM

BiC is seeking to set itself apart among numerous competitors of the same price point.

INSIGHT

Scribbles and scrawls are how every idea begins; even the great ones.

STRATEGY

Align the BiC brand with the individuality that fosters a great, unique idea.

SOLUTION

Create ads that demand engagement from the audience to demonstrate their creative and personal contribution.

Most transit and print placements will be one-offs, while in areas with higher levels of traffic (such as junction stations) will have serialized placement.

 

(Below) Four variations of ads will be created for this campaign. Each variation will have a different type of engagement from reading (far-left), filling in the blank (inner-left), writing (inner-right), and drawing or free writing (far-right).

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Bic_PTC-06.png

 

CREDITS

Art Director & Copywriter: Jung EJ Lee