Bic Tests Parents of Fourth Graders in a Thoughtful Film From Brazil
Aim Is to Emphasize Parental Involvement With Study
Editor's Pick
Today's popular emotive docu-style ad doesn't automatically lend itself to a stationery brand, but Bic has managed to get a good grip on the genre in this film from Brazil.
The brand, and agency Y&R Sao Paulo, surprised a room full parents of fourth graders who were taking a school test, when they presented them with the same test paper. The parents and kids then compare scores, and while some of the kids do better than their moms and dads, that's not really the point. Its emotional resonance comes from the parents and children talking about how they learned things together -- for example the dad who cut up pizzas to demonstrate fractions.
The aim of the campaign is to show the importance of parental involvement in children's development. It's a good message for the brand, and the thoughtfully-made film will strike a chord with most parents.
Credits
- Date
- Jan 19, 2016
- Agency :
- Young & Rubicam-Sao Paulo
- Brand :
- Bic
- Client :
- Bic
- Creative Director :
- Rui Branquinho
- Copywriter :
- Rui Branquinho
- Copywriter :
- Thiago Espeche
- Art Director :
- Rafael Gonzaga
- Art Director :
- Ronaldo Fonseca
- Account :
- Alessandro Cardoni
- Account :
- Ticiana Cardoso
- Account :
- Danielle Shimba
- Creative Planner :
- David Laloum
- Creative Planner :
- Paulo Vita
- Creative Planner :
- Mariana Teixeira
- Media Team :
- Gustavo Gaion
- Media Team :
- Camila Felix
- Media Team :
- Bruna Guise
- Media Team :
- Isabella Biasi
- Producer :
- Nicole Godoy
- Producer :
- Mariana Mendes
- Production Company :
- Conspirao Filmes
- Director :
- Paschoal Samora
- Audio Producer :
- A9 udio
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