BIC KIDS
HEAL YOUR HANDWRITING
Context: BIC Kids are pens specially designed to help the learning process of handwriting. How to turn a boring demo film into a simple comedy, which will get parents’ attention just before the start of the school year?
Idea: Bad handwriting is no fatality: it can be cured.
TV COMMERCIAL - The doctor (20’)
A young boy discovers the dreadful handwriting of his family doctor, and he gives him a taste of his own medicine. It's never too late to learn proper handwriting.
Tagline: BIC Kids. As soon as the first letters appear.
(French): BIC Kids. Dès l’apparition des premières lettres.
PRINT - Invalid letters (not produced)
With BIC Kids, your handwriting will be properly cared for.
Headline: BIC Kids. The best pen for handwriting care, from 4 y.o. onwards.
(French): BIC Kids. Les stylos qui soignent l’écriture, dès 4 ans.
My role as Junior Copywriter:
- I came up with the idea with my Art Director
- We worked on the execution with a team of Senior Creatives
- Writing the TV script, working on the storyboard
- The senior team directed the shooting and sound-mix, while we were on another project's shooting.
CREDITS
Advertising Agency: Publicis Activ Paris
Creative Directors: Capucine Chotard
Art Directors: Xavier Brissard, Rémy Dogramaciyan
Copywriters: Olivier Durand, Clotilde Maillard
Film director: Benjamin Bouhana
Photography Director: Antoine Sanier
Production: Prodigious Film
Producer: Jeremy Assoun
Film editor: Camille Guyot
