Cannes Lions

BALLPOINT PEN

TBWA\BR, Sao Paulo / BIC / 2005

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Overview

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Credits

OVERVIEW

Execution

The insertion of the message on the bar makes the piece interactive. Besides, it reinforces the concept adopted by the pen: everyone wants to put their hands on a BIC.

Outcome

To have the BIC pen stamp in such a lucid way in a place where people have to look and put their hands increased the link between consumers and product. It is important to keep in mind that 2.6 milion people a day take the subway in São Paulo.

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