Mars Chocolate UK launched a special build bus shelter in Farringdon, London with JCDecaux to mark World Braille Day 2017 (4th January).
The new ad, created by Mars Chocolate UK, AMV BBDO and JCDecaux took the form of a poster made entirely of Braille; a tactile writing system used by people who are visually impaired, with the dots formed of model-made Maltesers!
The ad was made accessible for all through a combination of audio description and a translation hosted on the Maltesers UK Facebook page and is the latest phase in the Maltesers ‘Look on the Light Side’ campaign, which saw three TV adverts featuring disability debut during the Opening Ceremony of the Channel 4 Paralympic Games in 2016; including the first ever TV ad to air entirely in sign language.
Inspired by a real-life story from a focus group led by the chocolate brand and Scope - the UK’s disability charity, the new billboard looked to celebrate the lighter moments in the lives of those who live with a visual impairment.
Michele Oliver, VP of Marketing at Mars Chocolate UK: “As one of the UK’s biggest advertisers, we have a responsibility and a role to play in championing greater inclusivity in our advertising and communications.
“Maltesers is the brand that looks on the light side of life and this scenario is just one example of the real-life, everyday experiences of people affected by sight loss; and in this case from Michelle in Glasgow. 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 special build was live from January 4th-15th and was planned and booked through Meridian, AMV BBDO, Mediacom and Posterscope.