Objective: Increase consumer interest in Bic’s line of ordinary writing utensils and position Bic as a company that wants to improve the world with its products.
A print campaign boasts improvements on Bic’s classic writing tools, bending the laws of science to entice customers. Subsequent YouTube videos show news reports that reveal the dark side of trying to “enhance” these products: a 10-year-old girl makes her little brother cease to exist, pencil lead manufacturers go on strike and countless people forget their passwords and PINs. A final video shows the fictional Bic CEO apologize for going too far in enhancing these products and, to make amends, the company donates supplies of Bic products to schools with the greatest need. The donation is real, even if the scandal isn’t.
Watch me talk a little more about the campaign: