Smiling Mind and BIC partner with Aussie artists to highlight the power of mindfulness and creativity in new campaign via SIRAP Motion Lab

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A new partnership between leading mental health not-for-profit, Smiling Mind, and global stationery brand BIC, will support Australians to use informal mindfulness through creativity in their day-to-day lives in a new campaign called ‘Smiling Mind Creates’ via SIRAP Motion Lab.


The partnership’s online platform will house informative, guided video content by three of Australia’s leading artists and illustrators. It will encourage Austalians to pause, imagine and create by engaging in mindfulness-based creative activities available on the microsite.

Kicking off with creations from Melbourne illustrator, Yan Yan Candy Ng, all content was developed using the new BIC Intensity range, and will be delivered via social media, blogs, eDMs and downloadable activities to help people organise their thoughts through creativity.

Mindful creations from artists Emma Leonard and Ben Sanders will also be released onto the platform later this year.

Smiling Mind’s commercial director, Sarah Maher, says the not-for-profit is excited to join forces with BIC to help audiences engage with mindfulness in new, creative ways: “Meditation is just one form of mindfulness, so we’re excited to diversify our offering to cater to those who may be looking for alternatives. The goal of Smiling Mind Creates is to show people that mindfulness can be practiced in a multitude of ways.

“Creative activities provide moments for us to pause, and immerse ourselves in colour, light, movement and sound. We hope the work of these talented artists encourage the practice of informal mindfulness, and in turn the development of proactive habits to support mental health.”

BIC Asia-Pacific brand manager for stationery, Stacey Southern, says the partnership is a natural fit for the household brand: “From professional pursuits through to sketchpad scribbles, our products have been enabling Australians and New Zealanders to free their creative spark for more than 60 years.

“As champions of mindful-creativity, we are thrilled to partner with Smiling Mind to bring this campaign to life while continuing to support moments of pause through our new BIC Intensity range.”

Paris Thomson, creative director and founder of SIRAP, Motion Lab, discusses their involvement in capturing the content: “We were delighted to work across Smiling Mind Creates. It is such a dynamic partnership between Smiling Mind and BIC, and to collaborate with this talented group of artists bringing it to life in motion, was a privilege to produce.

“We believe now more than ever, people are seeking and enjoying the benefits of mindfulness. We hope this colourful campaign and accompanying tutorials will inspire people on their journey.”

To access all free content within the Smiling Mind Creates platform, created in partnership with BIC, head to the Smiling Mind Creates webpage at

Client: Smiling Mind
Production Company: SIRAP
Creative Director: Paris Thomson
Director: Sam Martin
Producer: Lisa Hammerton
DOP: Julian Tay
Camera Op: Aaron Garcia
Camera Op: Brad Martin
Editor: Sam Martin