The chocolate brand Maltesers has unveiled a braille out of home campaign to foster diversity and draw attention to World Braille Day.
The ad was the brainchild of UK agency AMV BBDO and appears on a London bus shelter. It spells out the words: “Caught a really fast bus once, turns out it was a fire engine.” That’s a line from a blind woman called Michelle who took part in a focus group between Maltesers and the disability charity Scope.
An audio message also accompanies the poster and directs people to Maltesers’ Facebook page, where the message gets translated so that sighted people can understand it.
Maltesers, which is owned by Mars, often does quirky ads and was lauded for a recent campaign that ran during the Paralympics last September. Check it out below:
Speaking of its latest OOH incarnation, Michele Oliver, vice president of marketing at Mars Chocolate UK, said: “As one of the UK’s biggest advertisers, we have a responsibility and a role to play in championing greater inclusivity in our advertising and communications.
“Maltesers is the brand that looks on the light side of life and this scenario is just one example of the real-life, everyday experiences of people affected by sight loss; and in this case from Michelle in Glasgow (who was the inspiration behind the slogan). This small-scale activation is a natural next step in our ambition to get closer to our consumers; by normalizing disability in advertising and communications, and using humour to challenge preconceptions.”
Locked down Victorians who don’t currently have an Optus Sport subscription will have complimentary access to Optus Sport from this weekend to enjoy the UEFA Champions League tournament plus access to premium health and fitness content through the Optus Sport app. UEFA Champions League – the world’s premier continental football tournament – kicks off at […]
Torrens University Australia has launched ‘Career Crush’ via VCCP Sydney and Lash, to help match students with a career they’ll love. Career Crush is an online quiz that determines prospective students’ personal strengths, passions and aspirations to match them with the careers and courses they’re most compatible with. One of the toughest decisions young people […]
Pedestrian Group has partnered with Nine subsidiary Mi9 New Zealand to offer NZ brands the opportunity to partner with the likes of Business Insider Australia, Pedestrian.tv and Gizmodo Australia. Next month, Mi9 New Zealand will be representing Pedestrian Group in the NZ market, offering clients the opportunity to work with leading youth publications including Lifehacker […]
ViacomCBS Networks International (VCNI), a division of ViacomCBS, is launching a premium streaming service internationally, appealing to audiences of all ages. The new SVOD service will start its international roll-out early in 2021, offering exclusive premieres of all new SHOWTIME series, including Halo and American Rust. CBS All Access originals will also premiere exclusively on the new service, such […]
As part of a larger project to refine their brand with partner branding agency Re, Optus have engaged experimental creative studio FutureDeluxe to explore how the iconic ‘Yes’ brand mark behaves in a sophisticated 3D environment. FutureDeluxe have produced a series of 8x idents and a number of static key visuals which will be used […]