Every year, private school students in brazil are required to buy new school material. And the BIC 4 color pen is a classic money-saving choice for parents everywhere - after all, its four pens in one. We wanted to remind parents how advantageous for them is to choose our product for the school year, by showing the power of having four colors.

How do we rebrand a timeless classic? By showing that having four colors is much more powerful than just one. To prove our point, we selected examples where a color adds immense value to an object. For example, a colorless vase is just a vase, but a blue vase is a Ming Dynasty vase - worth thousands. A white belt means you are beginning, but give it black color and it means you are a master.

The idea is very visual, so we wanted to keep everything as clean and as simple as possible, so that the color had all the eye attention here. The type of illustration we chose was also meant to highlight the pen itself, as if the drawing was colored by it.

All of our sales goals for the school year were reached.