To celebrate 75 years of the legendary BIC Cristal, we reimagined this literary masterpiece using cutting-edge technology and one of the world’s most durable pens. Discover how innovation and creativity brought Shakespeare’s handwriting back to life in a project that bridges centuries of storytelling.
One BIC, One Book, Two Classics
Rewriting a timeless classic with an iconic pen: Romeo and Juliet meets the BIC Cristal
Client
- BIC
Office
- Brazil
What if William Shakespeare had written Romeo and Juliet with a single pen?
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 for BIC Brazil and Argentina
How do you celebrate 75 years of a product that has become a global icon? For the BIC Cristal pen, the challenge was to create a campaign that not only honored its legacy but also showcased its durability and cultural impact in a meaningful way.
The BIC Cristal has been a trusted companion for generations of writers, students, and creatives. Inspired by its role in shaping countless stories, we turned to one of the greatest storytellers of all time – William Shakespeare – to reimagine his work through the lens of modern technology and craftsmanship.
With the support of AI and a robotic arm, we replicated Shakespeare’s handwriting and rewrite Romeo and Juliet with a single BIC Cristal Dura+ pen. Over 20 days, the robot meticulously recreated the 212-page manuscript, blending advanced technology with the artistry of storytelling.
The project sparked global conversations about the intersection of tradition and innovation. It reinforced BIC’s mission to inspire creativity while celebrating the enduring relevance of the written word. The rewritten manuscript now resides at the Real Gabinete Português de Leitura, leaving a lasting cultural legacy.
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