Celebrating 75 years of the legendary BIC Cristal, we reimagined Shakespeare's masterpiece Romeo & Juliet using cutting-edge technology and one of the world’s most durable pens.

Recreating Shakespeare’s handwriting using AI and robotics, we bridged literary heritage with modern technology, reinforcing Bic Cristal’s relevance as a tool for education and creativity that bridges centuries of storytelling. Launched during the back-to-school season, the campaign created a meaningful connection with consumers and engaged students, educators and families to demonstrate the true value of Bic Cristal pens.

The BIC Cristal has been a trusted companion for generations of writers, students and creatives. Inspired by its role in shaping countless stories, we turned to one of the greatest storytellers of all time – William Shakespeare – to reimagine his work through the lens of modern technology and craftsmanship.

With the support of AI and a robotic arm, we replicated Shakespeare’s handwriting and recreated "Romeo and Juliet" with a single BIC Cristal Dura+ Pen. Over 20 days, the robot meticulously recreated the 212-page manuscript, blending advanced technology with the artistry of storytelling.