When you highlight a name of a character in a book, you can spot that character at a glance. The impact of that character being highlighted is like every other character in the book making way for your eyes to get to the highlighted character.

We visualized the impact of highlighting a single word by having different characters in the books spread out and make way for the person whose name is highlighted in the print ad.

In a category that is immediately associated with boring school and office documents, we made Stabilo highlighters stand out by presenting the fun side of highlighters.