BIC rewrites literary history

Bic – One BIC, One Book, Two Classics

Credits

Agency VML/Sao Paulo
Production Company Hogarth
Director Dalva

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Credits

Agency VML/Sao Paulo
Production Company Hogarth
Director Dalva
HP VML/Sao Paulo
Post Production Cora Post
Sound Design Carbono Sound Lab
Global Chief Creative Officer Debbi Vandeven
Global Deputy Chief Creative Officer Rafael Pitanguy

Latam Chief Creative Officer Nino Goldberg
Executive Creative Director Denon Oliveira
Executive Creative Director Frederico Teixeira
Executive Creative Director Gabriel Sotero
Executive Creative Director Rodrigo Almeida (Monte)
Executive Creative Director Rafael Gil
Creative Director Marcelo Felicio
Creative Director Fernando Drudi

Creative Director Luiza Sa
Creative Director Fernanda Machado
Copywriter Marcelo Felicio
Art Director Marcos Lee
Art Director Thiago Lopes
Art Director Diogo Dutra
Head of Production (HP) Nicole Godoy
Producer Anderson Rocha

Producer Gabba Ferrarini Soma
Producer Cinara Ciommo
Producer Marjorie Burjato
DP Rafael Mattar
Post Production Marcos Machado
Post Production Ariel Serrao
Post Production Ivan Marins
Music Producer Ze Godoy

Mixing and Finalization Thiago Gomes

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Developed by VML, this creative campaign celebrating the 75th anniversary of BIC’s Cristal biro pen breathes new life into William Shakespeare literary classic Romeo and Juliet.

Titled One BIC, One Book, Two Classics, the spot directed by Dalva through Hogarth sees a robot equipped with AI reproducing the legendary author’s handwriting, to create a 212-page book using a single BIC Cristal Dura+ pen.

By blending technology and artisanal skill, the project highlighted the lasting human touch in the art of storytelling, showcasing the intensity, style, and unique traits of Shakespeare’s penmanship.