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Craft: Visual Design

Bic Cristal is turning 75 in 2025. To celebrate, we wanted to showcase its incredible writing capacity: a pen capable of writing up to 3 kilometers.

But what does 3 kilometers of ink really mean? It’s a fact that feels abstract—until it’s transformed into something tangible. We wanted to create a bold demonstration of the product’s power in a way that resonated culturally and emotionally. And we did.

Rewriting a Shakespeare masterpiece was the perfect choice. As one of the most globally recognized authors, his works transcend time, language, and borders.

Romeo and Juliet, with its universal themes of love, passion, and tragedy, resonates deeply, especially with younger generations. A classic rewriting a classic.

Launched during the back-to-school season, the campaign reinforced Bic Cristal’s relevance as an essential tool for education and creativity. By rewriting this timeless story entirely with a Bic Cristal pen, we bridged literary heritage with modern innovation, proving the enduring power of the written word.

The primary objective of this work was to raise awareness during a crucial moment for the brand: the back-to-school season.

This is a key period when students and parents focus on purchasing school supplies, making it essential for Bic to stand out with a relevant and engaging approach. The project also aimed to increase ROI during this important sales window while creating emotional connections with consumers.

Another goal is to boost Bic’s image, showing it’s more than just a maker of everyday pens by highlighting its connection to creativity, artistry, and cultural heritage.

By bringing Shakespeare’s handwriting to life with Bic pens and advanced technology, the project seeks to spark positive emotions and remind consumers why Bic remains relevant in their lives. It also aims to shift perceptions, positioning Bic pens as tools for artistic expression, building loyalty and driving long-term success.

Bic transformed its defining feature—writing up to 3 kilometers—into a bold and culturally meaningful demonstration.

The challenge? Turn an abstract fact into something emotionally resonant. The solution? Rewriting Shakespeare’s Romeo and Juliet entirely with a single Bic Cristal pen.

Using advanced AI and robotics, we replicated Shakespeare’s handwriting with forensic-level precision, creating a handwritten book that bridged literary heritage and modern innovation.

The biggest challenge was recreating authentic human handwriting—its natural variations, imperfections, and quirks.

From letter shapes and sizes to connections, alignments, and inclinations, every detail was meticulously programmed to feel truly human. With limited sources available, we used the only surviving manuscript of a Shakespeare play as our foundation.

Launched during back-to-school season, the campaign culminated in two key moments: a live writing demonstration for the press and an exhibition at the iconic Royal Reading Room library. This campaign redefined Bic’s 3km ink, proving that even in the digital age, a single pen can create something eternal.

The campaign set a historic milestone for Bic Brazil, achieving a total reach of 166.3 million, significantly enhancing the brand’s visibility and reinforcing its cultural relevance.

It garnered 202 articles across 13 countries, showcasing the global resonance and widespread impact of the initiative.

Record Consumer Behavior: The campaign achieved a record-breaking 97% positive sentiment across social media and press coverage, highlighting the strong emotional connection consumers felt with Bic.

By associating Bic Cristal with creativity, education, and storytelling, the initiative successfully engaged new brand lovers while fostering deeper loyalty among longtime adopters. Additionally, it led to a remarkable 13% increase in brand preference.

Sales Success & ROI: The initiative delivered an impressive ROI of $442K, enough to purchase 1.7 million Bic pens, showcasing its financial impact. By emphasizing Bic’s enduring value, the campaign drove sales growth and long-term brand loyalty.

Cultural Impact: This culturally significant project strengthened Bic’s connection to literature and storytelling, solidifying its role in education and creative expression worldwide.