Bonjour, mes amis! – what with it being the day of the Euro 2016 Final when I’m writing this.
I came across the subject of this week’s blog post when a contact on LinkedIn shared its posting on the Ads of the World website. It’s a campaign hero-ing the humble BiC Cristal Original biro, an item that you can buy in most places for less than €0.50 when purchased in bulk. It’s the most mundane, commonplace item – but one whose simplicity has been recognized by no less an authority than New York’s Museum of Modern Art. The full creative can be seen below, simply click on the image to get a larger version of it.
There are a number of things that I like about this creative. Firstly, the branding. Impactful brand icons (logos, packs, colour palettes, distinctive visual imagery, etc…) only come about as a result of their consistent and relentless usage of over a prolonged period of time. The subtle placement of the BiC pen in this creative is testament to that approach. Secondly, other than Outdoor, I think print is the hardest medium to communicate in. Coupled to that and the potential desire of a brand manager to tell the consumer about every single facet of their great brand, there is a high tendency to information overload – and I know I’ve certainly been guilty of that in the past. For this reason, I’ve always been drawn to campaigns that are pure and lucid in their messaging. The challenge is always in having the discipline to distill the messaging to its very core. In this case, the ability of the prosaic BiC Cristal Original to capture unique moments forever. This print advert is a great demonstration of the benefits of that exercise of laying bare what lies at the core of a brand.