The project, coordinated in collaboration with Mumsnet, encouraged primary school children to be creative over the summer holidays by designing the next Bic Kids advert. 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, 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.
The concept and strategy behind the campaign was devised by creative agency The Lucre Group.
Rebecca Huda, assistant product manager for stationery at Bic, said: “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.
“This has been a hugely exciting project to be involved with and has marked a big step forward in our marketing approach. Working so seamlessly with all the agencies involved has been an absolute pleasure, and we look forward to seeing the final results of the campaign in the next couple of months.”
James Powley, Account Executive at Kinetic, said: “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. These talented children could be the creatives of the future and we’re delighted to be able to give them this slice of Out-of-Home fame.
“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.”
Tom Casswell, business director at m/SIX, said: “It’s been a real pleasure to work on such a fun campaign. The best work is always driven by a big idea and that’s been key to this campaign. Everyone involved should be very proud of the work, especially the children who brought it to life!”