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 Shakespeare's BIC
Rewriting a timeless classic with an iconic pen
Client
- BIC Brazil
Office
- Brazil
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.
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
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