ACTION NEEDED TO #KEEPTHECONNECTION

During the Staples back to school initiative, the brand and SIC once again joined forces to create a campaign with an inspiring message aimed at a wide-reaching portion of society: parents, children, family members and teachers.

#KeepTheConnection is a story about communication – or the lack thereof – – in today’s families and calls for a balance between online socialisation and interpersonal relationships.

Fernando Daniel, Marisa Liz and Ivandro gave voice to the campaign in an original musical theme about the importance of striking a balance and dedicating more time to others. The video clip, produced by Atelier Impresa, also featured well-known faces from SIC, the campaign’s exclusive media partner, such as the emblematic actor Ruy de Carvalho, presenter João Baião, actress Sara Matos, presenter João Paulo Sousa, presenters Andreia Rodrigues , Ana Marques, Cláudia Borges, among other children and young people.

Faced with this new challenge, which places mobile phones within families and schools, Staples conveyed the message of how important it is to really be present.

 The campaign ran until 28 September. Four days earlier, on 24 September, Staples went to the school for a back-to-school party with an exclusive concert featuring the three singers.