BIC, a ballpoint pen manufacturer from France, opened shops in Amsterdam and Antwerp where consumers could pay with money they drew themselves.
The more creative people got with their drawings, the more they could purchase from those shops.
The initiative was conceptualised for the brand's M10 Pen.
Credits: (From adsoftheworld.com)
Advertising agency: Friendship, Antwerp, Belgium
Creative directors: Phil Blondé, Dieter Vanhoof
Additional credits: Lina Mertens, Annelies Rosiers, Mallika D’Huys, Sumi Arcos Mina, Lisa Gadeyne
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