The Stabilo Boss Original Campaign Focuses on Famous Female Figures
Meghan Young — February 1, 2012 — Marketing
References: prolam.cl & ibelieveinadv
Unfortunately, there is no click and scroll of a button that can highlight print in a textbook yet, but the Stabilo Boss Original campaign shows that the tried and true highlighter is still in full effect. Instead of taking another risque route like one of their past campaigns, this one focuses on the historical event of Queen Marie Antoinette's beheading, Miguel de Cervantes' fictional character and Don Quixote's love interest, Dulcinea.
The Stabilo Boss Original campaign was conceived and executed by Prolam Y&R, an ad agency based in Santiago, Chile. In the classic images used, both women are surrounded by an accusatory crowd that appears to be mimicking the highlighter's own purpose. Pointing rather rudely at each woman, they are bringing attention to their importance, just like a highlighter does.
The Stabilo Boss Original campaign was conceived and executed by Prolam Y&R, an ad agency based in Santiago, Chile. In the classic images used, both women are surrounded by an accusatory crowd that appears to be mimicking the highlighter's own purpose. Pointing rather rudely at each woman, they are bringing attention to their importance, just like a highlighter does.
Trend Themes
1. Print Highlighting - Developing digital tools or devices that can effectively highlight text in printed materials for easier referencing.
2. Historical-inspired Advertising - Creating ad campaigns that incorporate historical events or figures to evoke emotion and captivate audiences.
3. Symbolic Highlighting - Using highlighting as a metaphor or symbol to draw attention to important concepts, ideas, or individuals.
Industry Implications
1. Education Technology - Opportunity to develop innovative tools or devices that enhance reading and studying experiences with printed materials.
2. Advertising and Marketing - Opportunity to create compelling ad campaigns that connect with audiences through historical references and storytelling.
3. Stationery and Writing Instruments - Opportunity to design unique highlighters or stationery products that incorporate symbolism and visual storytelling.
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