About the Role
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.
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AWARDS
2025 CANNES LIONS
Design
SILVER LION
2025 CANNES LIONS
Print & Publishing
SILVER LION
2025 CANNES LIONS
Industry Craft
BRONZE LION
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