BIC celebrates humble pen with ‘Inkredible’ outdoor push

BIC is reminding the world of the humble pen’s enduring power in a bold new outdoor campaign from The Reactor, highlighting the iconic Cristal Original’s 3km writing capacity with the line: “Inkredible.”

Running across high-impact billboards and other formats in Australia, the work leans into the product truth that each BIC Cristal Original pen can write for 3 kilometres – a fact that’s remained unchanged since its launch in 1950.

Paired with a neat wordplay twist and the brand’s signature blue ink, the minimalist execution keeps the pen as hero, letting its legacy speak for itself.

Dubbed the world’s number one pen, the BIC Cristal has sold in the billions and holds a spot in MoMA’s permanent collection, proving its place not just in classrooms and offices but in global design history.

This campaign adds to a rich tradition of BIC celebrating utility through creativity.

via Miami Ad School

In 2008 agency JWT produced this print campaign which celebrated Bic’s pen and razor products side by side.

With the latest confident outing, BIC reinforces that not all innovation has to be new – sometimes it just needs to be noticed.