Bic Tests Parents of Fourth Graders in a Thoughtful Film From Brazil

Aim Is to Emphasize Parental Involvement With Study

By Alexandra Jardine. Published on Jan 19, 2016

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.

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Jan 19, 2016
Y&R Sao Paulo
Creative Director:
Rui Branquinho
Rui Branquinho
Thiago Espeche
Art Director:
Rafael Gonzaga
Art Director:
Ronaldo Fonseca
Alessandro Cardoni
Ticiana Cardoso
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
Nicole Godoy
Mariana Mendes
Production Company:
Conspiração Filmes
Paschoal Samora
Audio Producer:
A9 Áudio

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