ABOUT

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.​ ​ The debate on gender equality reached a new global climax. Discrimination is one half of the narrative, disregarded female triumphs are the other. All too often in history women were upstaged, their work and success not mentioned. So, they never appeared in the collective awareness – unlike their male counterparts. That's why we thought about how we could rightfully participate in order to add something meaningful to the gender equality debate.