Three kilometers of writing in every pen. Unchanged since 1950. Sold in the billions. Recognized in MoMA’s permanent collection. Simply put: Inkredible.
That’s the idea behind BIC’s latest campaign for the Cristal Original— a celebration of one of the most enduring product designs ever created.
Why the BIC Cristal Original still matters
In a world obsessed with constant upgrades, the Cristal Original stands out by staying exactly the same. Its longevity isn’t nostalgia—it’s proof of design that got it right the first time.
Turning product facts into brand storytelling
The campaign relies on simple, powerful truths: 3km of writing, decades of consistency, billions sold. These facts become the creative, reframing everyday reliability as something extraordinary.
From everyday object to design icon
By referencing the pen’s inclusion in MoMA’s permanent collection, the work elevates the Cristal from a disposable object to a cultural artifact—bridging utility and design history.
A multi-channel rollout for a universal product
Launched in Australia in December 2025, ‘Inkredible’ runs across Digital, OOH, and Print. Created by The Reactor, the campaign proves that sometimes the strongest message is simply reminding people why a product has lasted this long.
FAQs about this campaign
What is BIC’s ‘Inkredible’ campaign?
A campaign celebrating the BIC Cristal Original pen’s timeless design, performance, and cultural recognition.
Why is the BIC Cristal considered iconic?
It has remained unchanged since 1950, can write up to 3km, has sold billions of units, and is part of MoMA’s permanent collection.
Where did the campaign launch?
The campaign launched in Australia in December 2025.
Who created the campaign?
The campaign was created by The Reactor and ran across Digital, OOH, and Print media.
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