Description
BIC SOUTH AFRICA INKS DEAL WITH WORLD RECORD-HOLDER MPUMELELO MHLONGO
Iconic stationery brand launches ad film to announce relationship with Paralympian and the partnership steps towards 16m pen donations to South African students in need.
(Johannesburg, South Africa, 15 July 2024) BIC, a world leader in stationery, recently announced its partnership with South Africa’s most anticipated Paralympian to track in the build-up to Paris 2024, Mpumelelo Mhlongo.
The partnership drew from the similarities between the renowned athlete’s inspirational story and BIC’s Corporate Social Responsibility (CSR) initiative, Together We Can Write the Future. The program aims to raise awareness around the alarmingly high school dropout rate of 41% in South Africa, focusing on the importance of providing students with the necessary resources to help them stay in school. Mpumelelo’s inspirational story is a perfect metaphor that showcases how individual efforts, the right environment, and the relevant resources can create a hero – despite challenging circumstances.
This professional campaign titled 'Paralymp1an' was published in South Africa in July, 2024. It was created for the brands: BIC and Bic Stationery, by ad agency: Retroviral. This Digital and Film media campaign is related to the Education industry and contains 1 media asset. It was submitted over 1 year ago by CCO: Mike Sharman of Retroviral.
Credits
Advertising Agency: Retroviral, Johannesburg, South Africa
Production Company: Shaun James Films
Chief Creative Officer: Mike Sharman
MD: Pippa Misplon
CD: Koketso Masisi
