BIC, the world-renowned stationery manufacturer, has partnered with social networking platform Mumsnet to launch its latest Out-of-Home campaign for BIC KIDS, which has been designed by 10 budding artists aged between five and 11 years old.
The concept and strategy behind the campaign was devised for BIC by creative agency The Lucre Group, while the outdoor execution is being handled by outdoor media specialists Kinetic UK and M/SIX.
The campaign encouraged primary school children to be creative over the summer holidays by designing the next BIC KIDS advertisement. Ten winners chosen by a panel of experts have had their artistic creations taken beyond the fridge door and displayed on 48-sheet and 6-sheet posters in close proximity to their homes and around the UK and Republic of Ireland.
From September 14th 2017, the winning creative executions will be displayed across the UK over the course of a two-week campaign on roadside boards owned by five media owners, including JCDecaux, Primesight and Exterion Media. Kinetic UK and media agency M/SIX have worked closely with the media owners in order to place the designs within the correct proximity to the homes of the children who created them.
Rebecca Huda, Assistant Product Manager for Stationery at BIC, says: “Seeing the billboards finally unveiled is the highlight of our summer! We had some absolutely stunning artwork sent in from hundreds of children across the country and whittling them down to 10 was no mean feat.
James Powley, Account Executive at Kinetic, observes: “We’re proud to have been involved in this fantastic, feel-good campaign from BIC and Mumsnet, showcasing the creativity of the UK’s primary school children across the country. Coordinating the right design with the right location required close collaboration across a whole host of teams within Kinetic, and close working with m/SIX, so it’s exciting and rewarding to see it all come to life. We really hope the children enjoy seeing their work up in lights when they are out and about near their homes.”
BIC is a world leader in stationery, lighters, shavers and promotional products, which are sold in more than 160 countries around the world.