BiC are a category leader in the market for pens, pencils and creative tools. Involving a series of client workshops in Manhattan and at their Connecticut HQ, I helped to develop stories and concepts, and develop the look and feel, branding and point-of-sale materials for the BiC Intensity range of premium pens, markers and pencils for aspiring artists.
Everyone has a type. And when it comes to creativity, there are many different types. This campaign personifies some of the quirkier creative types to identify with, from list lizards, and daydream doodlers, to introverted inkers and whimsical thinkers. Which one are you? Drawing a parallel with creative types and linking these to BiC Intensity pens, allows for an an engaging conversation with potential customers.
Evolving out of the Creative Type concept, the client loved this hand-drawn solution that plays on the idea that everyone has a creative spirit, regardless of whether they know it or not. This allowed me to get creative by doodling different spirit animals, and showcasing the full range of BiC Intensity pens to do so. Kraft papers, vibrant post-it notes, and many many doodles were involved in the production of this solution that I was hired to develop it into packaging and point-of-sale materials.
Putting pen to paper sometimes requires a gentle nudge. This campaign shows a glimpse into individual's sketchpads and provides that gentle nudge to start sketching, writing, journaling, drawing, annotating, visualising, blue-sky thinking or whatever else you please. Associating these daily habits with BiC helped to position them as at the forefront of the creativity process.
