Publicis London has developed a Braille print advertisement for global financial services firm UBS under its “We will not rest” brand philosophy.
The advert will launch exclusively in The Economist magazine across the UK, Europe and Asia-Pacific in this week’s edition (March 31). It asks: “What lessons can a financial institution draw from a chance encounter in 18th century Paris?”
Publicis worked closely with the Royal National Institute for the Blind (RNIB) to create the unique advert.
The advert tells – in Braille – the inspirational story of Valentin Haüy, who believed that all children had the right to an education and opened a specialised school for the blind in 1784. Amongst the school’s pupils was the young Louis Braille who, during his time at the school, developed his system of raised dots – a system that would later become the predominant method of reading and writing for the blind.
It is part of UBS’s “We will not rest” brand advertising campaign, which highlights seminal moments of achievement throughout history. The campaign promise represents a deep commitment to building long-term relationships and placing the needs of customers at the heart of the UBS business, demonstrating its ethos of “not resting” until the goal is reached.
While researching inspiration for the ongoing campaign, the story about the development of the Braille system sparked the idea to develop an advertisement in Braille itself. The Publicis creative team visited the RNIB, London, to gain an understanding of Braille and of advertising within the visually impaired community.
The story was then developed in association with l’Association Valentin Haüy to confirm the events which led to the founding of the National Institute for Blind Youth, where Louis Braille was to develop his eponymous reading system.
The Braille featured in the advertisement was produced by the RNIB. The institute also printed the physical Braille insert, which is included in this week’s edition of The Economist.
UBS’s Global Head of Advertising, Nadine Genet, says the final ad, which will also be featured on the UBS homepage, demonstrates the company’s “We will not rest” pledge.
She said: “I am delighted we could bring to life for everyone the story behind the development of the Braille reading and writing system. By launching the Braille insert in The Economist we are able to bring the idea alive in a relevant and impactful way.
‘We will not rest’ encapsulates an attitude shared at UBS: an unwavering commitment to understand and deliver what our clients want and highlights our uncompromising attention to detail and dedication to delivering the services that best meet our clients’ needs.”
The insert is part of an ongoing campaign for UBS by the London office of Publicis Worldwide, which was first introduced in 2010.