The Shakespeare's BIC

Celebrating 75 years of the legendary BIC Cristal, we reimagined Shakespeare's masterpiece "Romeo & Juliet" using cutting-edge technology and one of the world’s most durable pens.

Recreating Shakespeare’s handwriting using AI and robotics, we bridged literary heritage with modern technology, reinforcing Bic Cristal’s relevance as a tool for education and creativity that bridges centuries of storytelling. Launched during the back-to-school season, the campaign created a meaningful connection with consumers and engaged students, educators and families to demonstrate the true value of Bic Cristal pens.

The BIC Cristal pen has always been more than just a writing tool – it’s a symbol of connection, creativity and enduring stories. Rewriting 'Romeo and Juliet' with a single pen honors both the power of words and the limitless potential of human imagination.

Rodrigo Iasi

Marketing Director, BIC Brazil and Argentina

How do you celebrate 75 years of a product that has become a global icon? For the BIC Cristal pen, the challenge was to create a campaign that not only honored its legacy but also showcased its durability and cultural impact in a meaningful way.

The BIC Cristal has been a trusted companion for generations of writers, students and creatives. Inspired by its role in shaping countless stories, we turned to one of the greatest storytellers of all time – William Shakespeare – to reimagine his work through the lens of modern technology and craftsmanship.

With the support of AI and a robotic arm, we replicated Shakespeare’s handwriting and recreated "Romeo and Juliet" with a single BIC Cristal Dura+ Pen. Over 20 days, the robot meticulously recreated the 212-page manuscript, blending advanced technology with the artistry of storytelling.

Sparking global conversations about the intersection of tradition and innovation, the campaign reinforced BIC’s mission to inspire creativity and celebrate the enduring relevance of the written word. Residing at the Real Gabinete Português de Leitura in Rio de Janeiro, the rewritten manuscript leaves a lasting cultural legacy.