Maltesers: advert-body-1 by AMV BBDO

Mars Chocolate UK has launched a one-off special build billboard in London to mark World Braille Day 2017. The advert is part of its ambition to use the Maltesers brand to champion greater inclusivity in advertising and communications, and better represent disability in media.

The new ad, created by Mars Chocolate UK and AMV BBDO, takes the form of a poster made entirely of Braille; a tactile writing system used by people who are visually impaired, with the dots formed of model-made Maltesers. The advert will be accessible for all through a combination of audio description and a translation hosted on the Maltesers UK Facebook page.

This is the latest creative in the Maltesers ‘Look on the Light Side’ campaign, which saw three TV adverts featuring disability debut during the Opening Ceremony of the Channel 4 Paralympic Games on Wednesday 7 September 2016; including the first ever TV ad to air entirely in sign language. The adverts, inspired by real-life stories, celebrated a universally awkward situation from a disabled person’s perspective– where the best thing to do is simply ‘look on the light side of life.’

Inspired by a real-life story from a focus group led by Maltesers and Scope - the UK’s disability charity, the new billboard celebrates the lighter moments in the lives of those who live with a visual impairment.