How can the commercial teams be incisively and strongly supported on the launch of a new version of the classic bestselling pen, so that the business doesn’t lose any market share?

By making a dreamlike themed film, by shooting at a main factory located on the outskirts of Paris, and by creating a movie that plays on different keys such as color palette, materials, feelings, etc.

The success of the US version has led to the release of numerous versions and adaptations targeted at BIC’s main markets: France, Germany, Poland, Romania, Spain, Portugal, Brazil, Russia, Japan, China …