Bic sexes up brand with globally crowdsourced digital font

Imagine a world where all humans combined and we created one singular version ourselves, a collective image if you will – well Bic is doing just that with our handwriting, to bring the sex factor to its distinctively uninspiring plastic stick.

In a sophisticated digital “experiment”, the pen manufacturer is calling upon the global community to help contribute to a “universal typeface” – with digital submissions of individuals handwriting.

The experiment between DDB Düsseldorf and MediaMonks, also lets users break down contributions by age, gender, industry and even individual contributors. The goal, according to DDB Dusseldorf managing direct Dennis May, is digital representation of how the individuality of handwriting can represent a global character.

“There are few things more personal than your handwriting. So we thought that it would be a good experiment to see how we could use this personal thing to talk about something more global,” said May.

The experiment is integrated into the company’s microsite  in a drive to shake off its analogue image and move forward into the digital space.

“The ballpoint pen is a very simple and unsexy product,” May said. “We’re always looking for ways to make this thing captivating and make people aware of what they’re using it for.”