BiC Kids
BiC Kids
About
Client
BiC
Role
Copywriter
Project
Pitch Campaign
Year
2022
Client
BiC
Role
Copywriter
Project
Pitch Campaign
Year
2022
Client
BiC
Role
Copywriter
Project
Pitch Campaign
Year
2022
Process
(01)
The Brief
BiC's products has always been about mastery and precision. But when they decided to enter the children’s creative space, the challenge was cultural, not technical. Crayola owned color; BiC needed to own permission. The opportunity was to champion imagination itself, to reminding adults that creativity isn’t taught, it’s unleashed.
(01)
The Brief
BiC's products has always been about mastery and precision. But when they decided to enter the children’s creative space, the challenge was cultural, not technical. Crayola owned color; BiC needed to own permission. The opportunity was to champion imagination itself, to reminding adults that creativity isn’t taught, it’s unleashed.
(01)
The Brief
BiC's products has always been about mastery and precision. But when they decided to enter the children’s creative space, the challenge was cultural, not technical. Crayola owned color; BiC needed to own permission. The opportunity was to champion imagination itself, to reminding adults that creativity isn’t taught, it’s unleashed.
(02)
Creative Development
BiC’s tone couldn’t imitate kids, it had to listen to them. We spent time with the agency’s own children, observing how they talk, draw, and explain their worlds. The insight came when we flipped perspective: this wasn’t adults telling kids to create — it was kids asking adults to let them. “Let Us Draw” became both a plea and a manifesto. I wrote that manifesto, crafting BiC’s first foray into a creative territory where lines aren’t boundaries but beginnings.
(02)
Creative Development
BiC’s tone couldn’t imitate kids, it had to listen to them. We spent time with the agency’s own children, observing how they talk, draw, and explain their worlds. The insight came when we flipped perspective: this wasn’t adults telling kids to create — it was kids asking adults to let them. “Let Us Draw” became both a plea and a manifesto. I wrote that manifesto, crafting BiC’s first foray into a creative territory where lines aren’t boundaries but beginnings.
(02)
Creative Development
BiC’s tone couldn’t imitate kids, it had to listen to them. We spent time with the agency’s own children, observing how they talk, draw, and explain their worlds. The insight came when we flipped perspective: this wasn’t adults telling kids to create — it was kids asking adults to let them. “Let Us Draw” became both a plea and a manifesto. I wrote that manifesto, crafting BiC’s first foray into a creative territory where lines aren’t boundaries but beginnings.
(03)
Result
We won the pitch. The client couldn’t greenlight production, but the campaign left its mark internally and on the BiC team, who personally praised us for our efforts. With trust and support from ECD Meg Farquhar, this project taught me what a brand's voice can do when it leads with truth. Agency: DDB Chicago
(03)
Result
We won the pitch. The client couldn’t greenlight production, but the campaign left its mark internally and on the BiC team, who personally praised us for our efforts. With trust and support from ECD Meg Farquhar, this project taught me what a brand's voice can do when it leads with truth. Agency: DDB Chicago
(03)
Result
We won the pitch. The client couldn’t greenlight production, but the campaign left its mark internally and on the BiC team, who personally praised us for our efforts. With trust and support from ECD Meg Farquhar, this project taught me what a brand's voice can do when it leads with truth. Agency: DDB Chicago
