BIC is one of the most important brands in Brazil for office and school supplies, especially for pens. Handwriting has been losing some space due to digital medias development globally.

The concept connects different characters and their different stories and dreams coming true from a sketch to digitalization and animation: a singer creates writes her songs, a student designs his first game, and a designer prepared her own store for skate artists.

The main touchpoints for the production were TV, OOH, Point of sale and online videos on different stages of consumer journey and proper dates: SATs, Remarketing, Back to school August’22, Handwriting Day, Pen Day. The digitalized illustration also attached to each TVC character story, going to offline campaign (OOH and Point of sale) with the characters presenting themselves and their dreams coming true by their sketches.