Ofixpres has been a regular at the global advertising awards in the recent past. This year too they are likely to be among the metals for this refreshing take on a category which has seen myriad ‘creative’ takes.
Agency: Y&R, Bogota. See hi-res images here.
The category (which not surprisingly) has huge visibility in advertising blogs with ads for several brands of highlighters. Most of them offer a generic benefit (its a commodity I guess) with ‘easy to find’ being the common one. This one, though generic to the category is a different take on things that have come to be ‘highlighted’ in this world.