The power of print at a glance
- Don’t try to communicate six different messages in a single print ad – or you’ll lose your audience
- Analogue solutions make sense when you want to add emotional resonance to analogue products
- Well-crafted, beautiful print advertising can catalyse discussions online – in this case, it led to millions of Twitter impressions
Take a moment to scan the Cannes Lions winners for 2018 and you’ll spot a few familiar names: McDonald’s, Microsoft and Apple, to name a few. But among those big ’uns is a smattering of more modest brands, too – including shoe polish manufacturer Kiwi and German pen-maker Stabilo.
Great ideas, it seems, speak for themselves.
With its ‘Highlight the Remarkable’ campaign, Stabilo turned a plug for a highlighter pen into something that empowered and inspired women everywhere, expertly attaching itself to the ongoing gender equality debate. It also picked up a few gongs along the way, with wins at LIA and EPICA, plus Grand Prix victories at Eurobest.
The campaign’s success is easily explained, reckons Vera Ickert, senior art director at DDB Dusseldorf, the agency that created the work. “Find a socially relevant topic, bigger than the product itself. Then let the product interact with this topic. Let it do what it does best. Turn your product into a means through which customers can connect with a bigger ideal.”
Relevancy is king (or queen)
Gender equality is a hotter topic than ever, as we saw during International Women’s Day, when a conveyer belt of brands queued up to tackle endemic discrimination. But discrimination, says DDB Dusseldorf’s senior copywriter, Teresa Berude, is just one half of the narrative. Disregarded female triumphs are the other.
“We thought about how we could legitimately participate in and add something meaningful to the gender equality debate. All too often, women in history have been upstaged – their work and successes not mentioned.
“So, they have never become a part of our collective consciousness – unlike their male counterparts. We wanted to give these women and their stories the recognition they deserved. And we did this by, in the truest sense of the word, highlighting them – with a Stabilo Boss.”