This Comeco de Vida Campaign Brings Life to Classic Literary Characters
Leslie Chen — June 11, 2013 — Marketing
References: zbrasil & adsoftheworld
Most people take their vision for granted, but these Comeco de Vida print ads reveal how some need a helping hand with everyday tasks like reading.
Created by Z+ Comunicação in Brazil, the campaign features classic literary characters like Robin Hood, Dracula and Paul Bunyan while a hand reaches out to touch their faces; showing how braille has the power to bring books to life. The ads are paired with the copy “They can read, they can imagine. Help us grow our braille library. Donate.” These ads work brilliantly because they allow audiences to adopt the perspective of the blind.
Even if you can read perfectly fine on your own, these Comeco de Vida ads will stop and make you think about the importance of donating to institutions like these.
Created by Z+ Comunicação in Brazil, the campaign features classic literary characters like Robin Hood, Dracula and Paul Bunyan while a hand reaches out to touch their faces; showing how braille has the power to bring books to life. The ads are paired with the copy “They can read, they can imagine. Help us grow our braille library. Donate.” These ads work brilliantly because they allow audiences to adopt the perspective of the blind.
Even if you can read perfectly fine on your own, these Comeco de Vida ads will stop and make you think about the importance of donating to institutions like these.
Trend Themes
1. Braille Advertising - Disruptive innovation opportunity: Explore creative ways to incorporate braille into advertising campaigns to make them accessible for visually impaired individuals.
2. Empathy Marketing - Disruptive innovation opportunity: Develop marketing strategies that allow audiences to adopt the perspective of underrepresented groups, such as the blind, to create a more inclusive and empathetic brand image.
3. Accessible Libraries - Disruptive innovation opportunity: Use technology and innovation to create braille libraries or other accessible reading materials that empower visually impaired individuals to fully engage with literature.
Industry Implications
1. Advertising - Disruptive innovation opportunity: Within the advertising industry, there is potential for companies to differentiate themselves and connect with a wider audience by incorporating braille into their campaigns.
2. Publishing - Disruptive innovation opportunity: Publishers can embrace braille as a form of storytelling by creating braille versions of popular literature, making these stories accessible to visually impaired readers.
3. Non-profit Sector - Disruptive innovation opportunity: Non-profit organizations focused on promoting accessibility and literacy can explore initiatives to expand braille libraries and support visually impaired individuals in accessing reading materials.
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