Highlighter pens are used to mark important things – usually words or passages in printed and written texts. Everyone is aware of the benefit of such pens, even if they only remember them from their time as a student.

For our client, Stabilo, we wanted to turn this rational benefit into an emotional benefit by making it about more than just a pen, but about an attitude and purpose.

2018 is the year to rewrite history with Stabilo Boss. We want to give women and their success stories the stage they deserve by – in the truest sense of the word – highlighting them.

Create awareness and an emotion connection for a functional product through PR generation.

We’ll do this by finding a socially relevant topic bigger than the product itself. We won’t put the product benefit in focus or the product itself on a pedestal. We’ll tell stories that empower and inspire. We want to turn Stabilo Boss into a means through which customers can connect with a bigger ideal.

What started as ads in Germany turned into a global conversation. The campaign reinvigorated the equality debate and created a buzz, not only in traditional media, but across social media as well. Millions of people shared and discussed the ads or even suggested and celebrated other remarkable women on their social media accounts. Tweets reached up to 15 million impressions and interaction rates of 27%. In total, Stabilo mentions increased 97.4%. Not only did the campaign go viral, it has remained extremely relevant on multiple channels across the internet with at least 4.100 mentions every day, to date. Stabilo Boss inspired people to change the narrative of history by doing what it does best – highlighting the remarkable.