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 14^th 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.

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Britvic has collaborated with M/Six and Kinetic, global leader in planning and buying out-of-home (OOH) media, for a Robinson’s campaign to transform the area around Waterloo station into a tennis-themed display to mark the upcoming Wimbledon tournament.

The campaign, reminiscent of Robinson’s 1988 ‘Anything else just isn’t tennis’ advertisement, is running until July 18. The ads will be displayed across Primesight’s Waterloo domination sites and will include a special-build installation devised by Kinetic Active, featuring a replica tennis net and a line machine previously used at Wimbledon. The mini replica was designed by integrated agency iris.

It is understood that there will also be sampling and experiential activity in and around the station.

Wimbledon first partnered with Robinson’s 80 years ago, launching its iconic Lemon Barley Water at the 1935 championships. Since then, Robinson’s has become synonymous with what is one of the most iconic British sporting events, with 2016 marking the launch of new squash’d flavours.

Sarah Norcup, Creative Development Executive at Kinetic, said: “Working with Robinson’s provided us with the opportunity to create a memorable campaign, celebrating one of our nation’s most loved sports. It’s always exciting when we work with a heritage brand like Robinson’s, as the scope to fuse heritage with cutting edge creative advances creates the groundwork for a truly unique OOH experience.”

Nadine Campbell, Business Director at M/Six said: “This year we wanted to really amplify Britvic’s sponsorship for Wimbledon, with a significant, dramatic OOH presence. So we worked closely with Kinetic to create the Waterloo Domination campaign, delivering real impact and awareness, in one of London’s busiest commuter routes. The highlight of this is definitely our largest billboard, outside the station entrance, which is a mini replica of a Wimbledon pitch, designed by iris.”

Toby Fairlamb, Account Director, Primesight, commented: “We see Waterloo as the gateway for supporters to get to and from the famous tennis tournament and the Domination is the perfect platform to engage fans. According to Route, the Domination delivers over 9 million impacts across a two week period and we are sure that the first ever special build on this unavoidable site will generate even greater levels of impact and interest from consumers.”

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