Bostik has been South Africa’s favourite stationery brand for decades and the go-to choice for back-to-school supplies. Following a rebrand in January 2016 which saw the brand sporting new packaging and logo design, the brand tasked Atmosphere with conceptualising a campaign that would generate awareness and build brand affinity and awareness amongst school learners and their parents.
Little artists all over the country started cutting, sticking and drawing the most incredible Beasties they could imagine. We partnered with selected shopping malls and a national family pizzeria chain, where kids were kept busy creating Beasties during the school holidays. We put the word out on social media and in no time at all our mail box was filled with thousands of Beasties from across the country. No mean feat in an age where kids are usually glued to their tablets and cellphones. This novel approach piqued the interest of the media and interview requests with our award-winning writer streamed in. To keep the momentum going, we brought the best Beasties to life through animated GIFS which were shared far and wide on social media. Mommy bloggers also loved the idea and supported The Bostik Book of Unbelievable Beasties with competitions and blog post takeovers. The final book married the ridiculous rhymes with the newly created Beasties and was launched at a reading with media and an audience full of not-so-scary little faces, as they saw their own creations come to life! But our campaign had a heart too – all proceeds of the sale of the book were donated to a children’s literacy organisation focused on vulnerable children.