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Bic - The Secret

For their 2016 back-to-school campaign, Bic wanted to promote their pencil line, increasing brand recall among parents, the main shoppers.
So we teamed up with a school and promoted a experiment with parents of fourth grade students. Upon dropping their kids to a test, they were invited for a last minute parent-teacher conference, where a challenge was presented: can you do well if you take the very same test your kid is taking right now?
The activation became a short film that went viral, raising the issue of parental involvement in school.


Rafael Goulart

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  • online film

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