Description
Most people know BIC for one thing: the iconic blue pen.
Few know that BIC also makes pencils, highlighters and crayons.
Rather than tell people, we decided to prove it.
Using nothing but a classic blue BIC pen, we painstakingly hand-illustrated three products from the wider BIC stationery range: a pencil, a highlighter and a crayon. Every shadow, highlight and detail was created using the same everyday pen millions of people already own.
Each execution carried a simple line:
BIC. Also in Pencil
BIC. Also in Highlighter
BIC. Also in Crayon
The work demonstrated the precision, versatility and quality of the BIC pen while introducing products many consumers didn’t realise existed.
Instead of using photography to showcase the range, the pen itself became both the medium and the message. The illustrations were not representations of creativity, they were evidence of it.
Sometimes the best way to introduce what’s new is to make it with what everyone already knows.
This professional campaign titled 'Also In...' was published in South Africa in June, 2026. It was created for the brands: BIC and Bic Stationery, by ad agency: Boundless. This OOH Outdoor and Print media campaign is related to the Office Equipment industry and contains 3 media assets. It was submitted about 4 hours ago by Senior Social Art Director: Lauren Dixon-Paver of Boundless.
Credits
Advertising agency: Boundless
Chief Creative Officer: Roanna Williams
Chief Creative Officer: Fran Luckin
Illustrator: Roanna Williams
Executive Creative Director: Felix Kessel
Art Director: Roanna Williams
Client: BIC Stationery South Africa
Brand Manager: Amy Whittam
Digital Manager: Fundiswa Ngwato
