South African students have been flocking — quite literally — to a colourful new campus phenomenon. In a bold move to inject creativity into university life, BIC South Africa unveiled oversized, glossy pigeon sculptures across campuses including the University of Johannesburg, the University of KwaZulu-Natal, and Stellenbosch University.
The initiative, part of BIC’s “Let Your Colour Out” campaign, turned ordinary grey pigeons into vibrant mascots nicknamed BICGeons. Each sculpture had its own name and colour, quickly becoming a talking point on social media and a favourite backdrop for student selfies.
But the campaign soon took an unexpected twist: students began “pigeon-napping” the statues. At UKZN, every single sculpture disappeared overnight, only to resurface in Instagram stories, campus radio discussions, and even short student films. Some of the BICGeons reportedly met tragic ends, sparking candlelit vigils that struck a balance between humour and heartfelt tribute.
For BIC, the unpredictability was part of the magic. “We wanted to encourage joy and creativity in unexpected places – and the BICGeons did exactly that,” said Amy Whittam, marketing manager at BIC South Africa. “Watching students take ownership of the story was the best outcome we could have hoped for.”
The campaign was developed by creative agency Boundless, with support from Slaps, SPACE.TM, PHD, BOO!, and several influencers who amplified the activation online. “Pigeons are the wallpaper of our world — always there, always grey,” said Roanna Williams, co-founder and chief creative officer at Boundless. “We wanted to surprise students by turning these overlooked birds into something extraordinary. It was our way of saying that even the everyday can be extraordinary if you let your colour out.”
With students now adding their own plot twists and sightings, the BICGeons have evolved into more than a brand activation — they’ve become campus legends. The only remaining mystery: where the missing pigeons will turn up next — unless, as some students joke, they’ve flown south for the semester.
