Campaign details

Brand: Bic
Brand owner: Bic
Lead agency: McCann Melbourne
Country: Australia, New Zealand
Industries: Sundries
Media channels: Games & competitions, Online display, Online video, Outdoor, out-of-home, Search marketing, Social media, Websites & microsites
Budget: Up to 500k

Executive Summary

Bic 4 Colour Pens last a long time. This is great for the consumer but not for Bic sales. We devised a new, unconventional way for people to use up their pens. The Bic 4 Colour World Champenships: The ultimate (and only) pen-based sporting event.

Players competed in 14 new pen-based sports and could only enter with a Bic 4 Colour Pen. Sports included:

  • Clicky-Clicky Fast Pen
  • Rhythmic Penanstics
  • Penathon
  • Ice Pen Skating