"To sell a product through communication is not such a big thing. To change human behaviour through communication, that's a true challenge."
The main objective was to create an annual report that could only be read under sunlight. Therefore, the most challenging part was to determine the right mixing ratio of the photochromatic colours, in order to render the report all white under artificial light.
We were briefed to develop a remarkable medium, which had to portray Austria Solar as a consistently innovative inter-trade organisation of the Austrian solar industry.
After many tries, we discovered the right mixing ratio. In the end, we used environmentally friendly photochromatic colours in just the right amount so you could not see anything without UV exposure.
Results: The report was so well received that we had to have it reprinted. We received more than 400 requests from all over the world, eg. Ernest & Young, the Austrian office of the Federal Chancellor, the TED conference, Greenpeace to name a few. As an additional result, the printing company Mory & Meier is being overwhelmed with orders.