Bic 4 Colour Pens: The Bic 4 Colour World Champenships

Adrian Mills, David Phillips and Chamari Kariyakaranage

Iconic pen brand Bic devised a new and unconventional way for consumers to use up their 4 Colour Pens in Australia.

Campaign details

Brand: BicBrand owner: BicLead agency: McCann MelbourneCountry: Australia, New ZealandIndustries: SundriesMedia channels: Games & competitions, Online display, Online video, Outdoor, out-of-home, Search marketing, Social media, Websites & micrositesBudget: 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...

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