Build it with Bic.

Bic

OOH, Digital, Interactive, Social, Experiential

Creative and cognitive degeneration from the overuse of AI tools is real. The Bic-matic pencil is the analog solution to this digital problem. This campaign, aimed at college students, reminds them that true creativity generates from within. All they need to do is put pencil to paper.

Build your Bic.

Product Extension/ Merchandising

A QR code will lead customers to a fully immersive Bic-matic design page. All components of the pencil can be fully customized. The site offers a range of color ways categorized by era as well as a section of never before seen colors like glow in the dark and digital static. Users will be able to add custom text to the clip so there will no mistaking it's their own.

Analog Idea Generator

Interactive/ Brand partnership

Part conceptual art, part social experiment, the AI Generator will be promoted at creative and design focused campuses across the world. Stamps.com will provide the postage, Bic will handle the supplies and the students will do the rest.

The final creation will be included at show at the MOMA alongside an array of artists curated by Pharrell Williams. Limited edition Bic-matic pencils sold during the run of the show in the MOMA store and online.

KAWS x BIC

Seungiin Lee