A pen for every bride, groom, and every side of you

With a history spanning over 70 years and 2 million pens made daily, BIC is a household name. The iconic 4Colours pen is renowned for its playful design and practical versatility. Perfect for organising every side of your life. 

We were tasked with bringing BIC’s A pen for every side of you platform to life through their sponsorship of Married at First Sight, targeting 18–30s across Australia and New Zealand. The goal: build awareness, spark engagement and position BIC 4Colours as the pen of choice for a new generation of writers, drawers and dreamers. 

Together with BIC and Assembled, we shaped a three-phase campaign that aligned with the MAFS timeline and spoke directly to our audience of pop culture-savvy women: 

Phase 1 celebrated the season – exams, holidays, new year – with creative across Meta and YouTube. 

Phase 2 introduced MAFS-inspired doodles in the brand’s signature style, featuring familiar phrases like “stay or leave,” “love/lust” and “happy couple” to resonate with viewers. 

Phase 3 brought it all together, shifting from doodles to detailed illustrations of MAFS brides, grooms and vows. It seamlessly merged pop culture with BIC’s personality-packed product story: A pen for every bride, groom, and every side of you.  

On brand and on the pulse, the campaign delivered over 20 million impressions and strong cross-platform performance:  

• TikTok: 7.6M impressions | 2.1M reach 
• Meta: 7.7M impressions | 532K reach 
• YouTube: 4M impressions | 608K reach 
• BVOD: 1.5M impressions | 330K reach with a 99% video completion rate