Brand will hold a fake OOH action at Aterro do Flamengo, in the capital of Rio de Janeiro
BIC will bring giant pens to color the iconic streets of Rio de Janeiro during Carnival. The brand chose Aterro do Flamengo to carry out the action with BIC Cristal Fashion pens.
The action is part of the brand’s back-to-school planning, which aims to generate identification and connection with pen users.
In addition to bringing more color and joy to the streets, the brand promotes, through writing, that its pens are the instrument for consumers to express their ideas in a fun and colorful way, create their projects and bring their dreams to life.
To achieve this, BIC will activate FOOH (fake out of home) with augmented reality (3D). Created by Mediabrands, the action consists of using the 12 colors of BIC Cristal Fashion ballpoint pens to paint the streets of Rio de Janeiro.
The production of the film was handled by Dobro.
