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Advertising agency Metropolitan Republic has created a new campaign to promote the South African burger joint Wimpy’s addition of braille menus for the visually impaired. Their idea… to build burgers with braille messages using sesame seeds.

The messages read, ’100 % pure beef burger made for you’, were spelled out seed by seed and were delivered to three of the country’s largest institutions for the visually impaired for a taste test.

The end line from the ad is brilliant, “…for people who use their hands as their eyes, this was the first time they could do more than just taste their food. They could see it.”