Background

In July 2018, the World Cup was on everyone’s mind… and especially on ours. Everyone talked about it every day and brands competed in ingenuity and creativity to get themselves noticed.

Challenge

How to surf the wave of football-related fervor to engage Bic’s Facebook and Instagram community?

Insight

We realised that through their ubiquitous products, the Bic brand accompanied us, and still accompanies us, in almost all the key moments of our personal History: from our first school lessons and our exams, to our first love letter, our first academic degree and our first signature on our first bank account…

Idea

Were “Les Bleus” (the French national football team) writing history in the 2018 World Cup? We believed they were and we didn’t see it happening without Bic. It was so obvious to us that we decided to spontaneously support “Les Bleus” in our own way with Bic.

Concept

A “newsjacking” activation for all French World Cup matches, with copywriting and artistic creation of French and Belgian social media posts, and copy and visuals varying according to the different possible scenarios of pre-match encouragement, victory or defeat…

Results

More than 200K organic views, more than 6,700 likes, comments and shares… What a win!