Every year in Brazil, private school students are required to renew their school material for the upcoming year. BIC wanted us to keep their classic product, BIC Marking, in the minds of the consumers, in the time of the year when they buy their kids materials. They wanted to remind how reliable and important their product is, so when its retail time, the target doesn't think twice when choosing BIC.

We wanted to reach private school parents, all genders, high-income households. And what do they all have in common? They have read these three classic books: Lord of the Rings, Dracula and Moby Dick. So, using the pages and the text from those books, we highlighted some keywords that formed phrases that explained the plot, showing the synthesizing power of our product. A visual and fast way to do just that

We wanted to keep everything as simple and clean as possible, so our main attribute - highlight - could be enhanced by the visual environment. With a quick glance, the eyes read the highlighted words and the phrase they form, by keeping everything else as natural and clean as possible. The new product pack is also enhanced by leaving no elements around it - just the visuals - so when its time to buy on retail, the target could quickly associate which one to buy through that image.

All sales goals for this school year were reached.