The Work Advertising PR Marketing
Eric Berger
Mar 2, 2025

Bic rewrites Shakespeare with AI for Cristal pen’s 75th anniversary

In its latest campaign with VML, Bic used AI to reproduce William Shakespeare’s ‘Romeo and Juliet’ with the Cristal pen that turned 75 this year.

The campaign was aimed at teenagers, timed to coincide with the start of the school year in Brazil. (Photo credit: Bic, used with permission)

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