In an increasingly digital world, we often forget that you don’t need much to create something incredible. With the rise of AI-generated art, more and more we see pens and other analog tools of creation becoming obsolete. So we asked ourselves: how can we show the world that a universe of ideas can fit inside the tip of a pen?

With a simple but striking truth we connected with our audience, making a truth they didn’t know they knew apparent: you can create any universe you can possibly imagine with a BIC pen. Not unlike the Big Bang, what followed was an explosion: hundreds of users made the campaign theirs, sending us hand-drawn recreations of the design. Our social media following community grew by 30%, and creation was back where it belonged: at the hands of users. Thanks to a powerful insight, we proved that with BIC you can be the beginning of anything you can possibly imagine.