bic 4 color pen

Advertising

overview

Bic 4 color pens were introduced 50 years ago in 1970. To commemorate the anniversary, Bic has released a special 50th edition with purple ink replacing green.

project specs

Time: 4 weeks
Personnel: Clayton Christopherson, Frankie Ostello — equal collaboration
Roles / Skills: Advertising, Copy-writing, Layout, Art Direction
Tools: Illustrator, InDesign, Photoshop, Procreate

challenge

Create an advertising campaign that showcases the history and longevity of the revolutionary Bic 4-color pen. Show people that using the Bic 4-color pen is still relevant. 

Solution

We did this by drawing comparisons to products that came into existence at the same point in history, and which could now be considered obsolete, thus alluding to the lasting appeal and staying power of the pen.

We chose to feature a series of products that might elicit a sense of nostalgia, and exhibit a sort of awkwardness or quirkiness in today’s modern context.

Research

Our first step was learning more about the history of Bic the company as well as the 4 color pen specifically.

Bic's products are ubiquitous and instantly recognizable as well as having a historically strong brand identity. We developed an inspiration board with contemporary and past advertisements for Bic to help direct our next phase of brainstorm sketches.

process

Through this brainstorm phase and inspiration board we were able to solidify a conceptual direction as well as pulling directly from a few sketches for layout ideas and our final tagline.

concept + art direction

We used a collection of objects that were released/invented the same year that the pen debuted. Many of the objects evoke nostalgia for those who grew up in the 70s and 80s when these items saw frequent use. For generations less familiar with some of them, the kitsch or retro factor that objects from this era often possess will offer an alternate appeal. We specifically chose objects that (a) felt technologically obsolete, and thus could generally be believed to be no longer in use, and (b) had a specific “vintage” feel to them, seeming goofy or cumbersome, both in consideration against their modern counterparts, and when placed beside the pen, which seems rather modern and streamlined by comparison.

The typeface used is ITC Avant Garde, itself released in 1970 (a bonus for the admittedly small audience who will notice). Type above is plain black, and the type below is colorful, having been created by the pen, which is implied by the phrase “still in use.” The layout is clean and minimal relating its message quickly to the viewer.