HIGHLIGHT THE REMARKABLE

TitleHIGHLIGHT THE REMARKABLE
BrandSTABILO INTERNATIONAL GMBH
Category F02. Challenger Brand
Product/ServiceSTABILO BOSS HIGHLIGHTER PEN
Entrant DDB DÜSSELDORF, GERMANY
Idea Creation DDB DÜSSELDORF, GERMANY
PR DDB DÜSSELDORF, GERMANY
Credits
Name Company Position
Dennis May DDB Group Germany Chief Creative Officer
Kristine Holzhausen DDB Group Germany Executive Creative Director
Stefan Rehne DDB Group Germany Executive Creative Director
Vera Ickert DDB Group Germany Senior Art Director
Teresa Berude DDB Group Germany Senior Copywriter
Mona Elobeid DDB Group Germany Managing Director
Philipp Starck DDB Group Germany Account Director
Malte Kraft DDB Group Germany Junior Account Manager
Kathrin Stenger DDB Group Germany Art Director
Stefan Kranefeld Stefan Kranefeld Imaging Post Production

Please tell us about the challenger brand and how your campaign challenged / was different from your competitors

We challenged classical product communication by turning the highlighter pen’s rational key benefit into an emotional benefit. Whilst competitors communicate new, artificial benefits for highlighter pens, we stick to the one and only benefit, combined it with a higher purpose and created relevance.