Title | HIGHLIGHT THE REMARKABLE |
Brand | STABILO INTERNATIONAL GMBH |
Product/Service | STABILO BOSS HIGHLIGHTER PEN |
Category |
F02. Challenger Brand |
Entrant
|
DDB DÜSSELDORF, GERMANY
|
Idea Creation
|
DDB DÜSSELDORF, GERMANY
|
PR
|
DDB DÜSSELDORF, GERMANY
|
Credits
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.