The Shakespeare's BIC

EN ENGLISH ESPAÑOL PORTUGUÊS Our Work The Shakespeare's BIC Rewriting a timeless classic with an iconic pen CLIENT BIC Brazil OFFICE Brazil Celebrating 75 years of the legendary BIC Cristal, we reimagined Shakespeare's masterpiece "Romeo & Juliet" using cutting-edge technology and one of the world’s most durable pens. Recreating Shakespeare’s handwriting using AI and robotics, we bridged literary heritage with modern technology, reinforcing Bic Cristal’s relevance as a tool for education and creativity that bridges centuries of storytelling. Launched during the back-to-school season, the campaign created a meaningful connection with consumers and engaged students, educators and families to demonstrate the true value of Bic Cristal pens. The BIC Cristal pen has always been more than just a writing tool – it’s a symbol of connection, creativity and enduring stories. Rewriting 'Romeo and Juliet' with a single pen honors both the power of words and the limitless potential of human imagination. Rodrigo Iasi Marketing Director, BIC Brazil and Argentina Challenge Inspiration Idea Growth AT A GLANCE 3 kilometers The distance a single BIC Cristal pen can write – enough to recreate Romeo and Juliet in full. AT A GLANCE 20 days The time it took for a robot to meticulously rewrite Shakespeare’s masterpiece using AI and handwriting analysis. AT A GLANCE 212 pages The length of the handwritten Romeo and Juliet manuscript created with one BIC Cristal Dura+ pen. slide 2 of 4 AWARDS 2025 CANNES LIONS Design SILVER LION 2025 CANNES LIONS Print & Publishing SILVER LION 2025 CANNES LIONS Industry Craft BRONZE LION RELATED CONTENT DELL TECHNOLOGIES Finding the Heart in Tech The Dell Technologies Transformation Story: How VML helped Dell harness innovation to show the human side of technology READ CASE STUDY LABORATORY GENERA Self Gallery Your DNA, Your Art: Genera's Self Gallery unlocks personalized ancestral art experiences READ CASE STUDY