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For most ad campaigns, winning gold at the Cannes Lions is the ultimate goal, often capping many months of industry acclaim and passaround. But here’s a good example of an advertising effort for which Cannes was more of a launchpad than a finish line.
DDB Group Düsseldorf’s “Highlight the Remarkable” campaign for the Stabilo Boss highlighter pen won gold in Outdoor and silver in Print at the Cannes Lions International Festival of Creativity last month, and in the weeks that followed, the English translations of the campaign began spreading widely through Twitter and other social platforms.