Studies show that the equivalent of 174 newspapers of data bombard us every day. So if you want your message to stand out and grab attention, it must be more interesting and appealing than this white noise of data. That’s how FCB Lisbon came up with the idea behind its new print campaign for Barreiro, Portugal-based business supplies company Papelaria Universal: It highlighted the campaign’s words to make them more visible to viewers. For example, in one of the campaign’s ads about politics, FCB Lisbon highlighted the word “constitutional” and filled its letters with kitten images, making it hard for viewers to look any other way—just like what happens when someone highlights text with a Stabilo Boss marker.

fcb.com/location/lisbon

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