To keep the image of the most popular pen in the world, the BIC ballpoint, in the mind of consumers, using a less expensive media than TV and magazines.

To have the BIC pen stamp in such a lucid way in a place where people have to look and put their hands increased the link between consumers and product. It is important to keep in mind that 2.6 milion people a day take the subway in São Paulo.

The insertion of the message on the bar makes the piece interactive. Besides, it reinforces the concept adopted by the pen: everyone wants to put their hands on a BIC.

The user is necessarily obliged to hold our message to keep the balance by the time the train runs. Therefore, involvement with the public is total and unavoidable while they are impacted by the proposed concept print in the material.

To take advantage of the well-known "insight" of the own product, stamping security bars of the subway in São Paulo with a realistic statement "Everyone wants to put their hands on a BIC".