BIC

Illuminate your passions

When people think BIC, they think of office supplies, razors and lighters at the check counter. What they don’t know is that BIC is a historic brand built on innovation, art,

and hard work! Our research led us to the perfect target audience for BIC- side hustlers.

People don’t realize how much is going on behind the scenes with side hustlers, which

is a feeling the BIC brand can relate to. In our campaign, BIC expresses its respect for

side hustlers through bright neon signs, innovative guerilla and encouraging messages.

*This campaign was a group project completed in my Advanced Creative Advertising course. Although everyone contributed to the final product, I took the lead on writing

the creative brief, bus stop design, guerilla marketing concept and street sign design.

executions

We demonstrated BIC's electric energy through bold language, intense colors and

lighting. Energetic neon is essential to the campaign message because it resonates

with our target audience- they are late night workers who are full of bright energy.

creative brief

click to read the full creative brief

advertising problem

Consumers view BIC as being ordinary, offering

nothing more than a basic need (Amazon, 2016).

target audience

Tolan is a 25-year-old marketing analyst for Geico living in downtown Virginia Beach. Although his current job pays the bills, Tolan has a side hustle building furniture. Restoring vintage pieces has always been his passion and he dreams of quitting his job to open up his own furniture business.

advertising objective

Convince side hustlers BIC supports them in pursuing

their passions.

creative strategy statement

Convince side hustlers that BIC offers consumers inspiration to follow their passions with their bold and energetic brand image.

key insight

More than 44 million Americans have a side hustle

(Bahney, 2017).

key consumer benefit

Using BIC products inspires consumers to pursue their side hustles and follow their passions.

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BIC

Illuminate your passions

When people think BIC, they think of office supplies, razors and lighters at the check counter. What they don’t know is that BIC is a historic brand built on innovation, art,

and hard work! Our research led us to the perfect target audience for BIC- side hustlers.

People don’t realize how much is going on behind the scenes with side hustlers, which

is a feeling the BIC brand can relate to. In our campaign, BIC expresses its respect for

side hustlers through bright neon signs, innovative guerilla and encouraging messages.

*This campaign was a group project completed in my Advanced Creative Advertising course. Although everyone contributed to the final product, I took the lead on writing

the creative brief, bus stop design, guerilla marketing concept and street sign design.

executions

We demonstrated BIC's electric energy through bold language, intense colors and

lighting. Energetic neon is essential to the campaign message because it resonates

with our target audience- they are late night workers who are full of bright energy.

creative brief

click to read the full creative brief

advertising problem

Consumers view BIC as being ordinary, offering

nothing more than a basic need (Amazon, 2016).

target audience

Tolan is a 25-year-old marketing analyst for Geico living in downtown Virginia Beach. Although his current job pays the bills, Tolan has a side hustle building furniture. Restoring vintage pieces has always been his passion and he dreams of quitting his job to open up his own furniture business.

advertising objective

Convince side hustlers BIC supports them in pursuing

their passions.

creative strategy statement

Convince side hustlers that BIC offers consumers inspiration to follow their passions with their bold and energetic brand image.

key insight

More than 44 million Americans have a side hustle

(Bahney, 2017).

key consumer benefit

Using BIC products inspires consumers to pursue their side hustles and follow their passions.

BIC

Illuminate your passions

When people think BIC, they think of office supplies, razors and lighters at the check counter. What they don’t know is that BIC is a historic brand built on innovation, art,

and hard work! Our research led us to the perfect target audience for BIC- side hustlers.

People don’t realize how much is going on behind the scenes with side hustlers, which

is a feeling the BIC brand can relate to. In our campaign, BIC expresses its respect for

side hustlers through bright neon signs, innovative guerilla and encouraging messages.

​

*This campaign was a group project completed in my Advanced Creative Advertising course. Although everyone contributed to the final product, I took the lead on writing

the creative brief, bus stop design, guerilla marketing concept and street sign design.

​

executions

We demonstrated BIC's electric energy through bold language, intense colors and

lighting. Energetic neon is essential to the campaign message because it resonates

with our target audience- they are late night workers who are full of bright energy.

creative brief

click to read the full creative brief

advertising problem

Consumers view BIC as being ordinary, offering

nothing more than a basic need (Amazon, 2016).

target audience

Tolan is a 25-year-old marketing analyst for Geico living in downtown Virginia Beach. Although his current job pays the bills, Tolan has a side hustle building furniture. Restoring vintage pieces has always been his passion and he dreams of quitting his job to open up his own furniture business.

advertising objective

Convince side hustlers BIC supports them in pursuing

their passions.

creative strategy statement

Convince side hustlers that BIC offers consumers inspiration to follow their passions with their bold and energetic brand image.

key insight

More than 44 million Americans have a side hustle

(Bahney, 2017).

key consumer benefit

Using BIC products inspires consumers to pursue their side hustles and follow their passions.