There are so many different writing utensils on the market, each with their own appeal. One may believe that a high quality engraved pen embodies a more personal quality, but the opposite argument is made in this BIC 'A Lotta You' campaign.
Even though this brand of ballpoint pen is generic, mass-produced and inexpensive, it does not mean that it can't be customizable. A team of creatives at the School of Visual Concepts in Seattle came up with a way to prove the personalization of this staple desktop product.
A series of five separate prints in the BIC 'A Lotta You' campaign each demonstrate how the user's individuality can be translated from instrument to paper through her own written hand. A computer-typed sentence is displayed on the left side of each image, contrasted with different styles of handwriting scrawled by different people. On every page, the ad asserts that there's "a lotta you in every stroke."
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