BIC Gelocity Quick Dry Pen | Ultimate Test with Mac Lethal | Clapboard

BIC Battle Flow

Description

In 2019, BIC, the European leader in paper products, launched an innovative communication campaign in Ireland to showcase its BIC® Gel-ocity® Quick Dry pen, developed with ultra-fast drying gel ink designed to enhance note-taking efficiency. Named BIC Battle Flow, this film campaign creatively positioned the pen's superior drying capability as the ultimate test of performance by challenging it to keep up with one of the fastest rappers in the world, Mac Lethal, who raps 1000 words in just two minutes. Created by Babel following a competitive selection process, the campaign leveraged the dynamic energy of Mac Lethal's rapid-fire flow to highlight the pen’s ability to capture each word clearly and smoothly without smudging or delay. This fusion of music and product performance delivered a compelling narrative that resonated with a professional and youthful audience alike, positioning the BIC Gel-ocity Quick Dry pen as a must-have tool for quick, precise, and reliable writing in fast-paced environments. The campaign’s two media assets powerfully illustrated the pen’s functionality and innovation, driving engagement through a visually striking and rhythmically charged storytelling approach. By aligning the brand with a cutting-edge artist and turning a common writing challenge into an exciting “battle flow,” BIC successfully differentiated its product in the competitive office equipment market while reinforcing its reputation for quality and innovation. This campaign effectively combined entertainment with technical demonstration, inviting consumers to test their own ability to keep pace with Mac Lethal through the pen's flawless performance, ultimately strengthening BIC’s position as a leader in writing instruments across the European market.

Credits

Client

BIC

Agency

Agence Babel, Paris, France

Producer

Jules Renault, Jeanne Halfon

Strategic Planner

Jonathan Kagane

Chief Commercial Officer

Jean-François Gerard, Julie ESPALIOUX

Copywriter

Thibaud Genevois

Art Director

Julian Brice

Creative Director

Jean-Laurent Py, Cédric Auzannet

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Campaign Proposition

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