The BIC Bond Campaign Shows That Whatever Breaks Up is Fixable

By: Meghan Young - Published: Jun 13, 2012 • References: facebook & ibelieveinadv
The BIC Bond campaign adorably personifies everyday objects. Instead of following in Ikea's well-trodden footsteps, this ad campaign doesn't focus on the sad state of thrown out products but focuses on fixing broken ones. Likening the shattering of a button and teapot to a separated human couple, the BIC Bond campaign shows that "whatever life breaks up, Bic Bond fixes."

Conceived and executed by BorghiErh / Lowe, a talented ad agency based in Sao Paulo, Brazil, the BIC Bond campaign may seem impossibly surreal, but people will get a kick out of the imaginative images. Art directed and illustrated by Roberto Ulhoa with creative direction by Fernando Nobre, the campaign was captured by photographer Denis Sitta and copywritten by Ricardo Scarpa. Stats for Romantically Mended Object Ads Trending: Older & Warm
Research: 2,681 clicks in 206 w
Interest: 2.2 minutes
Concept: BIC Bond Campaign
Related: 52 examples / 40 photos
Segment: Neutral, 18-55
Comparison Set: 19 similar articles, including: trashy liquor ads, superhero stance fashion ads, and anticipated win ads.