GRAPHIC DESIGNER - ART DIRECTOR
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BIC’s Things
2025 Idea + Art Direction
TeamJosé Pinto (Me)
Luís Mesquita
Insight
The BIC pen is such a common object that we often don’t notice its potential beyond writing.
It’s present in schools, offices, and homes, but its uses go far beyond paper.
From small everyday gestures to improvised solutions, the BIC becomes a versatile tool that everyone knows but few fully explore.
Idea
The "BIC Things" campaign aims to reveal these unexpected uses, showing that the pen is much more than just a simple writing instrument.
Through billboards and posters, we will highlight creative — and even humorous — situations, such as using the cap to scratch your head, rewind a cassette, or even improvise a comb.
The idea is to spark recognition and a smile from the public, reinforcing BIC’s multifunctionality in everyday life.
Solution
To convey this message, the chosen headline is "Writing Is the Least It Can Do".
This phrase simply and powerfully sums up the essence of the campaign: BIC is always there, ready for much more than we imagine.
The illustrated examples on the advertising materials will reinforce the brand’s creativity and familiarity, inviting the audience to see the well-known pen with fresh eyes.
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