In a world where problems often lurk in plain sight, how often do we truly notice them? How many societal issues do we pass by every day, hidden not by distance, but by our own blind spots? This is the uncomfortable question that TBWA\Sri Lanka and Maliban Biscuit Manufactories ask in their latest powerful print campaign.
At first glance, it seems like just another image on a busy newspaper spread. But the more you look, the more it confronts you—a harsh reality of child labor and societal neglect that we choose not to see.
With just a few words, “It hides in plain sight,” the ad challenges readers to acknowledge the issues we often overlook, especially when they don’t directly touch our own lives. It reminds us that turning a blind eye doesn’t make the problem disappear—it only allows it to persist.
Why It Works
- Minimalism with Impact: No heavy copy, no cluttered design—just a raw visual and a single line that lingers long after you turn the page.
- Social Reflection: It doesn’t scream for sympathy; it demands introspection. The power lies in what is left unsaid, making the audience fill in the blanks.
- Brand with a Conscience: By partnering with Maliban, a household name trusted for generations, the campaign underscores the brand’s commitment to social good beyond business. It’s not just about selling biscuits; it’s about starting conversations that matter.
- Media Placement as a Statement: Placed within the pages of a daily newspaper, surrounded by fleeting headlines, the ad reminds us that some news never fades because the problem still exists.
A Bold Step in Sri Lankan Advertising
This campaign exemplifies what happens when brands and agencies use creativity as a force for social good. It’s not just advertising—it’s activism on paper. It makes you stop, think, and question what else you might be ignoring in your daily life.
TBWA\Sri Lanka and Maliban have once again proven that the most disruptive ideas don’t just capture attention—they capture conscience.
