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."
Inscribed Identity Advertising
This BIC 'A Lotta You' Campaign Demonstrates Imparte Individuality
Trend Themes
1. Personalization of Mass-produced Products - Businesses can tap into the desire for personalized products by creating campaigns that highlight the unique qualities of even the most generic items.
2. Celebration of Individuality - Brands can craft messaging that positions the use of their products as a way to showcase and express the uniqueness of the individual user.
3. Combining Technology and Handwriting - There is a trend in using technology to highlight and enhance traditional forms of expression, such as handwriting in advertising and marketing campaigns.
Industry Implications
1. Stationery and Office Supplies - Companies in this industry can differentiate themselves by offering customizable products that allow for self-expression and personalization.
2. Advertising and Marketing - Agencies and brands can explore the use of handwriting and personalized messaging to create more engaging and memorable campaigns.
3. Technology and Design - There is an opportunity for innovators in this industry to create new tools and platforms that enhance and celebrate traditional forms of expression, such as handwriting.