BIC (December 1, 2009)
BIC asked Camara\TBWA to create an ad for Freeway, a popular monthly magazine that is distributed among universities, schools and other educational institutions. The agency decided to expand the brief. To communicate BIC's message, "With BIC pens you write more," they produced the entire magazine in pen. The cover, the photos and the layouts were all hand drawn with BIC pens. The columnists liked the idea so much that they decided to handwrite their articles with pens as well. Talk about the ultimate product demonstration. This first received praise and awards from all over the world. Plus, it only cost BIC $4,000 to produce. The pen, it seems, is mightier than the ad.
— CAMARA\TBWA Uruguay