Promoting Bic Pens with a hand-drawn Magazine

Here's a great piece of promotion for Bic pens from TBWA Uruguay. It's an issue of Freeway magazine hand-drawn in Bic pens.

Bic pens can't be the easiest thing to promote creatively, but this is beautiful. I believe, however, it may feature adjacent to the word 'painstaking' in the dictionary.



This is the second piece of work I've seen from South America recently that I have really liked, after the Axe Day and Night campaign. Here's a video of how they did it.



HT to PSFK