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January 2011
Shikun & Binui:  Sun light
Shikun & Binui Print Ad -  Sun light

Description

Print advertisement created by Saatchi & Saatchi, Israel for Shikun & Binui, within the category: Electronics, Technology.

Caption

Look at the page facing the sun light.
And see how you can benefit from it.

Advertising Agency: BBR Saatchi & Saatchi, Tel Aviv, Israel
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
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Highest Rated

Dannyg's picture

Have you seen that the letter G has changed in the second page? Nice idea anyway. :)

Dannyg
Activity Score 2
Marketing Manager
Oren Zur-Shavit's picture

an interactive print. cool!

Oren Zur-Shavit
Activity Score 75
Graphic designer |

Creative | Social Media | Web
www.innovibe.co.il

maesepedro's picture

agreed. and usually everyone thinks interactivity just means digital.

maesepedro
Activity Score 90
Albion London
awgraphy's picture

Amazing!! . but i want to know how this is made ??

thanks,

AW

awgraphy
Activity Score 18
aMm's picture

wow nice...how it works?

aMm
Activity Score 60
Graphic Designer at Bangalore |

aMm

Geimima's picture

yeah..tell us how it works!

Geimima
Activity Score 824
Art Director at Trimedia Imaji |

life is a playground

Wordnerd's picture

i think the colours are just printed on the backside of the paper. smart

Wordnerd
Activity Score 6692
Copywriter
Sdb's picture

Lovely.. Havent seen such stuffs for long.

Sdb
Activity Score 1362
Copywriter at Working as an intern with O & M, Kolkata for 6 months
suresh90's picture

awesome stuff :)

suresh90
Activity Score 620
Art Director at visualizer |

www.creativevideoads.blogspot.com

rebeldesigner's picture

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...

rebeldesigner
Activity Score 12
Riyadh |

"Simplicity is the ultimate sophistication"

rebeldesigner's picture

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...

rebeldesigner
Activity Score 12
Riyadh |

"Simplicity is the ultimate sophistication"

jackblack's picture

I'd like to see a live demo. I don't believe it.

jackblack
Activity Score 2362
Art Director
Psycho Pirate's picture

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.

Psycho Pirate
Activity Score 68
Creative Director
thedesignaddict's picture

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.

thedesignaddict
Activity Score 5403
Art Director at Freelance
Neo Marketing's picture

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....

Neo Marketing
Activity Score 2
LeroyChristian's picture

how can they made this?

LeroyChristian
Activity Score 392
Other at Nanyang Academy of Fine Arts
copycopycopy's picture

Brilliant idea!!!

copycopycopy
Activity Score 148
Copywriter
ggautham007's picture

good work!! brilliant idea!!

ggautham007
Activity Score 18
Art Director
Hiperion's picture

Good work, a little boring but good work.

Hiperion
Activity Score 3138
Creative Director at zinkproject Valencia
morse's picture

Very nice technique, but the ad itself could be better.

morse
Activity Score 18121
Art Director |

.. / .-.. --- ...- . / .- -.. ...- . .-. - .. ... .. -. --.

luispiter's picture

i like

luispiter
Activity Score 2756
comunication
dadada's picture

original material

dadada
Activity Score 1720
Art Director |

Everybody is creative, be yourself.

HappyHour's picture

Scam

HappyHour
Activity Score 2381
Howard Gossage's picture

I'm always impressed at the number of foreign companies that choose to run their ads in English. Awfully nice of them.

Howard Gossage
Activity Score 6
Creative Director at Loomis Group
manumartin5's picture

great.. what this technology? Is it about paper or is it about printing. It is innovation.

manumartin5
Activity Score 1194
Art Director at Infinity Advertising Services Pvt. ltd.
seghbal's picture

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

seghbal
Activity Score 35
Thisaru De's picture

Wow!!!!!!!!!
what a idea,,,,

Thisaru De
Activity Score 14
Graphic Designer at National Institue of Business Management
Sana Ahmed's picture

wow...
its nice n new kind of idea... i like it..

Sana Ahmed
Activity Score 20
Graphic Designer at College of Art and Design,Punjab University
bell_coozit's picture

Wowww
really cool!!!

bell_coozit
Activity Score 6
AU |

CoOz* It!

KDadá's picture

JUST WOW!

KDadá
Activity Score 106
gklnair's picture

great idea !! truly interactive and penetrating

gklnair
Activity Score 41
Marketing Manager at Oxygen Healthcare Communication
TommyO's picture

very good deffenetly loved it!

TommyO
Activity Score 1866
Copywriter |

That's me!
http://resiseymilim.wordpress.com

roya.rst's picture

AWSOME idea!

roya.rst
Activity Score 22
Communication Science at Siena University,Italy
JucaMaximo's picture

muito massa

JucaMaximo
Activity Score 57
Art Director at Máximo Creative
ace85le's picture

Simple but very very nice and direct and effective. We need a dose of this everyday.

ace85le
Activity Score 3935
Marketing Manager |

-------------------------------

www.scorchidentity.com

Brand Design | Logo Design | Brochure Design | Website Design | Branding Packages

MEmond's picture

This is genius, I've never seen anything like it, I wish I could see this ad in person.

MEmond
Activity Score 18
Photographer at B&H Photo
MidasTouch's picture

I like that!

MidasTouch
Activity Score 1024

//usevertising v.s badvertising//
C'est une question de vie ou de mort.

abidmg's picture

it shud have read "through sunlight" and not facing!

abidmg
Activity Score 34
Creative Director
Nsyriani's picture

I agree..but its a very nice idea..

Nsyriani
Activity Score 8
Btl advertising agency
han1987's picture

Is this some kind of new paper technology? It's so cool man. I like it

han1987
Activity Score 13

Find boat transport services on the UK #1 transport marketplace.

noemialmo's picture

Amazing!

noemialmo
Activity Score 4
Ogilvy and Mather
RMR's picture

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.

RMR
Activity Score 2
TC.Transcontinental Printing
ahmad yassen's picture

very good work

ahmad yassen
Activity Score 4
Graphic Designer
Dannyg's picture

Have you seen that the letter G has changed in the second page? Nice idea anyway. :)

Dannyg
Activity Score 2
Marketing Manager
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