BIC HISTORY by Grey Barcelona for Bic

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BIC HISTORY

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Industry Stationery
Media Design & Branding
Market Spain
Agency Grey Barcelona
Creative Director Matias Lopez, Emerson Navarrete-Fernando Riveros
Art Director Jesús Martínez Aniceto
Copywriter Raquel Martinez
Released April 2012

Credits & Description

Category: Promotional Item Design
Advertiser: BIC
Product/Service: BIC FINE
Agency: GREY ESPAÑA
Chief Creative Director: Antonio Montero (Grey Spain)
Creative Director: Fernando Riveros (Grey Spain)
Creative Director: Matías López (Grey Spain)
Copywriter: Raquel Martínez (Grey Spain)
Art Director: Jesús Martínez Aniceto (Grey Spain)
Media placement: DIRECT MAILING - MAILINGS DISTRIBUTED TO OFFICE MANAGERS - april 2012

Describe the brief from the client
Bic wanted to communicate, in a new and different way, to different purchase managers of the main national companies, the main characteristics of its Bic Fine product: a fine point ball pen, with an accurate writing point. This product is possible due to the great experience in innovation and the long history of the brand, which has allowed the company to develop something as perfect and simple as Bic Fine.

Describe the challenges and key objectives
Searching for a demonstration of the qualities of the product in a not obvious way, and keeping the spirit of the brand of developing recycled low-cost products, and to highlight the history of reliability and innovation of Bic products, a recycled carton box was created. Its design was simple and it had one pen of each colour and a notebook containing the history of Bic in its lines. Such fine trace that it was able to contain more than 50 years of history written line by line. A magnifying glass was also included.

Describe how you arrived at the final design
A demonstration of the product, a complete experience for the client (the fine trace is proofed, not explained), the brand image shown in the material election (low cost, recycled,) Everything done in a different way, simple and forceful. In addition, always with the history of Bic, an innovative brand, as a backup for its communication.

Give some indication of how successful the outcome was in the market
The mailing was done in April so we didn´t have results in the moment of sending the entry.