Being a brand that has existed for over 50 years, gets tiring when having to state constantly that they are the giants in the Ball Pen industry. There- fore, the campaigns focus, through the tagline “Different Industries, Same Ink” comes as a re- minder to BIC users that there is a BIC for every- one, regardless of their occupation − whether it be, in Visual Arts, Literature, or Science industries. This campaign, also supports the experience of writing in times that we feel so “alienated” to type stuff down. The goal is to use the visuals to motivate the people, not only to write more, but also to remind BIC users from all over the world, of the experience of writing itself, regardless of their occupations.