BIC, Art Master Africa
A pan-African art talent competition, carried through OOH, street, and social, one visual system built to feel bigger than a single ad.
Art Master Africa is BIC's pan-continental search for the region's biggest undiscovered art talent, one identity built to work at billboard scale and on a single Instagram square alike.
The creative anchor was a single illustration, an ink portrait built entirely from African cultural icons, drawn as if it flowed straight out of a BIC pen. That one piece of art became the system's spine, reappearing across every format at every scale.
At full scale, the same artwork carried a billboard on its own, no crop, no simplification, just the pen and the illustration doing the entire job of stopping a commute.
On social, the same system broke into a full content calendar: competition mechanics, submitted artwork, judge spotlights, and engagement games, all carrying the campaign's ink-and-icon visual language so the feed read as one continuous story rather than a string of separate posts.
The result: a single piece of art doing the work of an entire campaign, recognizable whether it was scrolled past in a feed or driven past on a highway.
