BIC 

A cheap pen, to write about the relationship that just sucks. 

Expanded across OOH, Twitter, and experiential creation.

BIC Pop Up Shop NYC

The BIC pop up shop will be located in New York City. The shop will provide the opportunity for people to write letters expressing their unspoken feelings to their exes or to the person they are currently breaking up with. 

In the shop, the BIC staff will provide the pens, as well as the card to write on. Customers will be encouraged to filter their letters (by not using foul language), to have them scanned onto a live billboard in Times Square. 

People will be encouraged to exit the store, and head to the billboard to their words on a Times Square ad. The experience will be photo worthy, and participants will be encouraged to share via social media using the hashtag #FeelingsUnspoken.