How a Highlighter Became a Statement on Recognition
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This print ad by Stabilo Boss isn’t your typical stationery promotion. It turns a highlighter—a simple office tool—into a symbol of recognition and justice. By illuminating the overlooked scientist Lise Meitner in a historic black-and-white photo, the ad makes a powerful statement on visibility and forgotten contributions.
Why it works
- It uses contrast: a burst of neon yellow against grayscale instantly pulls attention to the subject.
- The concept ties perfectly with the product’s function—literally highlighting what’s important.
- It tells a complete, emotional story in one frame without needing multiple words or visuals.
Who’s done this kind of storytelling before
Apple spotlighted lesser-known individuals in its 'Think Different' campaign, giving iconic status to visionaries who changed the world.
Dove emphasized everyday people instead of models in its 'Real Beauty' campaign, reframing what it means to be seen.
Creative Variations
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