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Maltesers unveils Braille billboard in next phase of disability campaign

Maltesers has launched a billboard in London written entirely in Braille as it continues its efforts to better represent disability in advertising.
The poster comes after the Mars brand released three TV ads featuring disabled actors during the Rio Paralympics in September.
The new ad is made of Braille, the tactile writing system used by visually-impaired people, with the dots formed of model-made Maltesers. The poster marking World Braille Day will be accessible for everyone through a combination of audio description and a translation on Maltesers UK’s Facebook page.
The Braille translation reads: “Caught a fast bus once – turns out it was a fire engine.”
The JCDecaux billboard will run in Farringdon from today until 15 January.
Like the previous TV ads, the poster is part of Maltesers’  “Look on the light side” campaign, which launched in summer 2015. It was inspired by a true story from a focus group led by Maltesers and disability charity Scope.
The ad was created by Lucy Jones and Charlotte Mather at Abbott Mead Vickers BBDO. MediaCom is the media agency.
Michele Oliver, the vice-president of marketing at Mars Chocolate UK, said: “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.”
Via: Campaignlive

Ferrero gives fans opportunity to get personalised kinder Scokolade

To increase brand love and encourage sales of Germany’s most favourite chocolate treat in the pre-Christmas season, Posterscope Germany and Ferrero implemented an engaging and interactive campaign.  Fans could upload their photo portrait onto the Ferrero website and in return receive a personalised pack of kinder Schokolade with their portrait on the front for them to take home.
The activity was supported by a multi-format Out of Home campaign.  In addition to roadside billboards in the Top 10 cities, which featured multiple creative executions of kinder Schokolade, billboards at Point of Sale and branded busses, an eye catching giant digital screen in a highly frequented location in Berlin was utilised.  The digital screen which was located just above the photobox broadcast live the photos as they were taken.
The simple but engaging event performed extremely well with the PhotoBox working to capacity. Despite rainy weather and low temperatures, kinder Schokolade fans were content to wait up to 45 minutes for their personalised kinder Schokolade package. Approximately 3500 personalised packs of kinder Schokolade were distributed and 2300 photos broadcasted live and in real time onto the digital landmark.
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In Japan, Passengers Can Pay for Train Rides with Kit Kat Packaging

If you are traveling by train in Northern Japan, you can literally pay your train fare by using the packaging of chocolate wafer bar Kit Kat.

The initiative is part of confectionery brand Nestlé’s innovative efforts to breathe new life into the tourism of the Sanriku region, which was ravaged by a tsunami and earthquake three years ago.
A first for a Japanese rail company, train travelers of the Sanriku Railway network can purchase the special packs of KitKat at a cheaper cost than standard train tickets.
In line with the reconstruction endeavor, Kit Kat has also adorned two trains and two train stations with cherry blossoms paintings symbolizing hope.
Set to launch in Japan this month, the KitKat train tickets will be valid till May 2015.

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