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Y&R Brazil Tests Parents' Knowledge for Bic

A nightmare scenario is surely taking an exam for which you haven't prepared.. Welcome to these parents' world.

by shots on 21^st January 2016

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Bic Pencil – Y&R Brazil Tests Parents' Knowledge for Bic

Credits

Agency Y&R Sio Paulo/Brazil

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Credits

Agency Y&R Sio Paulo/Brazil
Creative Thiago Espeche
Creative Rafael Goulart
Creative Ronaldo Fonseca
Creative Rui Branquinho
Creative Director Rui Branquinho
Digital Director Pedro Gravena

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Who among us thinks that we could go back to school, retake a key exam and sail through it without a hitch? That's the premise for this new campaign from Y&R Brazil.

Created as a piece of branded content for the BIC Evolution pencil, The Secret sees a classroom of parents who think they're there for a PTA meeting, suddenly told that they have to take the very same test their children are taking in the room next door.

Cue a series of worried looks and some scratching of heads as the mums and dads are put through their educational paces. The finished film is a funny, emotional story that highlights the importance of parental engagement in a child's development.

Connections

Agency Y&R São Paulo
Creative Thiago Espeche
Creative Rui Branquinho
Creative Director Rui Branquinho
Digital Director Pedro Gravena

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