Sun light
Description
Print advertisement created by Saatchi & Saatchi, Israel for Shikun & Binui, within the category: Electronics, Technology.
Look at the page facing the sun light.
And see how you can benefit from it.
Chief Creative Officer: Yoram Levi
Creative Director: Eran Nir
Creative: Raphael Nattiv
VP Client Service: Idit Zuckerman
Account Supervisor: Amit Alter
VP Production: Dorit Gvili
Photoshop: Raphael Nattiv, Elina Schwartz
Highest Rated
Have you seen that the letter G has changed in the second page? Nice idea anyway. :)
an interactive print. cool!
Creative | Social Media | Web
www.innovibe.co.il
agreed. and usually everyone thinks interactivity just means digital.
yeah..tell us how it works!
life is a playground
i think the colours are just printed on the backside of the paper. smart
Lovely.. Havent seen such stuffs for long.
Very nice idea.
I believe it works when you put this ad in-front of light source, so basically side one is printed outlined without any colors and just one line heading in the middle & the back page is contains colors, logo & the second heading, so when you hold it in-front of light source the colors from back are reflected together with logo and second heading...
Amazing idea...
"Simplicity is the ultimate sophistication"
Very nice idea.
I believe it works when you put this ad in-front of light source, so basically side one is printed outlined without any colors and just one line heading in the middle & the back page contains colors, logo & the second heading, so when you hold it in-front of light source the colors from back are reflected together with logo and second heading...
Amazing idea... The best bit is - it is in complete harmony with the product itself, it is advertised for solar energy company and it reflects it 200%... Great work...
"Simplicity is the ultimate sophistication"
Geez, relax man. This technology has been around for decades. We had toys in the 80s that changed colors when exposed to sunlight. (like the GI JOE ZARTAN action figure) and posters, mugs, shirts and other stuff that do the exact same thing. We even have glassses that turn into sunglasses when exposed to sunlight. Photoreactive pigments are old hat.
So I believe it. It's not necessarily new technology.
You see, that's the problem with this ad. I believe there is no technology at play. The reader is supposed to hold the page up so that the backside of the ad (which is printed in colour) shows through the page. Therein lies the problem for me because to tell people to 'hold the page up to the sunlight' isn't enough explanation to make the concept work (most people will hold the frontside of the ad up to the sunlight).
The copy would be better to say (albeit clumsy as Hell), 'Tear this page out and hold the backside up to the sun'. Whatever the case, it's a cumbersome idea, and I see it as an ad for Ad People more than anything else.
I really like this ad, but you're right, it is for ad people. Of the circulation of the mag, lets say 500,000, half may read it, a quarter of those may try to hold the facing page up, and a quarter of those remaining may actually get it right. So thats an expected audience of around 78,000 people after paying for a two consecutive pages, or special dyes. Then you actually have to convince that small audience that the product or service is great, rather than thinking 'that was a clever ad'.
I wouldn't want to be in the review meeting when ROI comes up....
Good work, a little boring but good work.
Very nice technique, but the ad itself could be better.
.. / .-.. --- ...- . / .- -.. ...- . .-. - .. ... .. -. --.
I'm always impressed at the number of foreign companies that choose to run their ads in English. Awfully nice of them.
great.. what this technology? Is it about paper or is it about printing. It is innovation.
Hehe, coool
Come on... it's just as simple as the technology they use for money bills. when there is just a part of 100 sign or 200 or ,... and if u hold it in front of light source, a complete 100 sign will appear...
I believe if that was something 100% dependent to sun-light, they would say hold it for a couple mins... to
see the difference
anyways, it's awesome
Wow!!!!!!!!!
what a idea,,,,
wow...
its nice n new kind of idea... i like it..
great idea !! truly interactive and penetrating
very good deffenetly loved it!
That's me!
http://resiseymilim.wordpress.com
Simple but very very nice and direct and effective. We need a dose of this everyday.
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This is genius, I've never seen anything like it, I wish I could see this ad in person.
I like that!
//usevertising v.s badvertising//
C'est une question de vie ou de mort.
Is this some kind of new paper technology? It's so cool man. I like it
Find boat transport services on the UK #1 transport marketplace.
I agree with rebeldesigner. My opinion is that its just show through. On my desk I have an opaque styrene sample printed one side that looks blank but once I hold it up to overhead lights the full colour image on the back is visible--not strongly visible but enough to see everything and read it. Once I put it against a stronger light like a desk lamp its very clear. I've seen a video of this ad and it shows the other side of the page. The colour image is there in full vibrant colour--after it was away from the light. I also agree with segbal that photo-sensitive materials take a bit of time to absorb and reveal so I dont believe that is what we are seeing here.
Have you seen that the letter G has changed in the second page? Nice idea anyway. :)
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