Maltesers has been championing disability and promoting inclusiveness for a while now with its ‘Look on the Light side’ campaign and rightly so!
World Braille Day is on the 4th January every year and this year the confectionery brand, owned by Mars, created a special build OOH (out of home) advert display at a Farringdon bus station in London, to raise awareness of the day and of course promote the brand as well.
The billboard advert is made entirely of braille and is the latest addition to the campaign, which also saw the first ever TV advert to air completely in sign language.
Mars’ vice-president of marketing, Michele Oliver, said “This small-scale activation is a natural next step in our ambition to get closer to our consumers; by normalising disability in advertising and communications, and using humour to challenge preconceptions,”.
The advert, which was created by AMV BBDO will be accessible for all through a combination of audio description and a translation hosted on Maltesers’ UK Facebook page. It will be on display until 15 January.
Source: The Drum