Publicis publishes Braille ad in The Economist for UBS

The Braille print advertisement tells the story of Valentin Haüy, who opened the National Institute for Blind Youth in Paris in 1784. Among the pupils was the young Louis Braille, who developed the Braille system of raised dots during his time at the school. 

Under the tagline, 'What lessons can a financial institution draw from a chance encounter in 18th century Paris?', the advert ran in the 31 March edition of The Economist across the UK, Europe and Asia-Pacific. 

The ad forms part of UBS' 'We will not rest' campaign, which highlights moments of achievement throughout history to convey the bank's commitment to building long-term relationships and placing customer needs at the heart of its business—and 'not resting' until the goal is met.

Publicis developed the story in association with l'Association Valentine Haüy and worked closely with the Royal National Institute for the Blind (RNIB) to create the advert. The RNIB also printed the Braille insert included with the advert.

Nadine Genet, UBS global head of advertising, 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."

The ad will also be featured on the UBS homepage.