The Pencil Prowler

People gradually lose inexpensive pens and pencils over time. It’s usually attributed to misplacement or lending, without further thought given.

BIC will play on the concept of a Pencil Prowler: a villainous doppelgänger of the BIC mascot who steals pens and pencils- the mastermind behind all the loss. To combat the nefarious ne’er-do-well, BIC will employ Robic Hood: a valiant vigilante who prevents theft and reunites people with stolen items. The campaign aims to build buzz for BIC and instill a sense of sentimentality towards its products.