Highlight the Remarkable

Goal

Build brand awareness and distinctiveness for Stabilo Boss by linking the product to recognition, empowerment, and cultural relevance.

Notes

• The creative idea is inseparable from the product: the highlighter becomes the story device, not just the advertised object.
• The campaign used strong black-and-white versus neon-yellow contrast to make the message instantly legible in a single frame.
• It tapped into a broader cultural theme of female recognition and historical erasure, which helped it travel beyond advertising into press and social sharing.