‘Bic to School’ was a promotion for Bic to dominate ‘Back to School’ fever by simply changing the name. With their vast range of quality stationery they could really support their claim and get behind education by offering up large cash prizes in the form of school fees. The mechanic was simply a bundle of Bic stationery students would need in a 'Bic to school' pencil case. Inside each case was a promotional code that gets entered online and into the lucky draw. It was supported by online tutorials, loyalty programmes for schools and in-store displays.
The stationery would come together to create a stop-frame animation of the theme logo.