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BIC HISTORY

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Industry Stationery
Media Print, Magazine & Newspaper
Market Spain
Agency Grey Barcelona
Creative Director Matias Lopez, Emerson Navarrete-Fernando Riveros
Art Director Jesus Martinez Aniceto
Copywriter Raquel Martinez
Released January 2012

Awards

El Sol 2012
Diarios y Revistas MEDIOS DE COMUNICACIÓN, PUBLICACIONES. ARTÍCULOS DE OFICINA. Sol de Plata

Credits & Description

Category: Posters
Advertiser: BIC
Product/Service: BIC FINE
Agency: GREY ESPAÑA
Chief Creative Director: Antonio Montero (Grey Spain)
Creative Director: Fernando Riveros (Grey Spain)
Creative Director: Matias Lopez (Grey Spain)
Art Director: Jesus Martinez Aniceto (Grey Spain)
Copywriter: Raquel Martinez (Grey Spain)
Art Buyer: Mayte Carabias (Grey Spain)
Media placement: Poster - Posters Distributed As Mailing. - April, 2012

Describe the brief from the client
We wanted to create a way of communicating clearly the main characteristic of Bic Fine: fine and precise writing due to its tungstene point. A perfect sphere obtained only by a company with a long history in innovation and product development.

Describe the challenges and key objectives
The main challenge was to create a simple design that wouldn’t steal the product’s prominence and avoid the maybe too obvious brand message.

Surprising and highlighting Bic as a leading brand in technology was searched.

Describe how you arrived at the final design
In order to get such a perfect and fine trace as the one by Bic Fine, several years of investigation were needed. Bic's experience is summarised in its products, in every pen in every trace. There is no trace as fine as a notebook’s line.

Give some indication of how successful the outcome was in the market
This was just published in April so at the moment of doing the work submission for Cannes, we didn't have any results.