BIC
BIC-DROP CAMPAIGN
BIC pen is traditionally connected to everyone’s student years, which are inherently connected with student stress. As a brand that experiences it first hand, BIC decided to raise awareness.
The Ask:
To help students combat student stress
The Challenge:
To find a way to be heard by an already troubled audience and their parents
The Idea:
Did you know creative handwriting has the power to combat student stress?
It’s the technique of writing it all off, in lyrics,
aka. BIC-DROP.
We launched a campaign asking students to express their emotions through lyrics and submit them online.
We created song in a genre of their liking, using the technology of their generation – AI – for music and vocals.
A trap song healing to write and healing to listen.
A song they would play on repeat, with a video clip they would wanna share.
How about the parents?
How would we get them to truly listen to trap music, understand and bridge the gap between generations?
We could never! Or could we?
After all, it’s scientifically proven that most people can relate to music of their teen years.
We had an idea!
A JukeBox that would automatically recreate the song of the students in a genre. All they had to do is type their year of birth and boom!
From 70s Laiko, to 80s Rock and 90s Hit Pop!
A campaign relevant to its times and its audience no matter the times they were born! That’s timeless.
