Brief: Develop a campaign that communicates to college students and young professionals that BIC has a pen for all their needs.

Strategy: Show students and professionals that BIC understands them. Yes, they might be throwaway pens, but they can help you get through stressful situations. Even if you don’t realize it.

Solution: Create a print campaign that showcases BIC’s stress-relieving abilities and an app that tells you which BIC is right for you.