Glow (Print Ad) by John Vincent Redrico
2012 - 2013, Silver A' Idea Design Award Winner
Inspiration
Nescafe Decaf targets Adult Urban dwellers who are daily drinkers of Nescafe classic. They drink their coffee at in the morning for stimulation and don't drink coffee at night as they won't be able to sleep. The aim of the WHY NOT? campaign is to encourage readers to enjoy Nescafe Decaf in the evenings. The Inspiration for the project came from star-shaped glow-in-the-dark wall stickers in children's bedrooms, which glows when lights are turned off.
Creativity
This material was published back in 2010 as part of Nescafe Decaf’s WHY NOT? Campaign. It is the first glow in the dark magazine ad ever produced on print. Its aim is to encourage readers to enjoy Nescafe Decaf in the evenings. In a lit room, the material shows a Nescafe Decaf pack with the headline- SARAP NG KAPE. Translates to GREAT TASTING COFFEE. When lights are turned off, the moon and stars glow along the new copy that reads SARAP NG KAPE, LALO NA SA GABI! Translates to GREAT TASTING COFFEE, ESPECIALLY AT NIGHT!
Design Challenges
Back in 2010, the print producers found it hard to find printers that can print with glow-in-the-dark ink.
Production Technology
The whole project started from the client's brief to create a special execution print ad for Nescafe Decaf WHY NOT? Campaign, to be published exclusively within Summit Media titles. The Big Idea: READING A PRINT AD WITH NO LIGHTS. WHY NOT? The Inspiration: Glow-in-the-dark stickers in children's bedroom. The Execution: The Nescafe Decaf was printed with glow-in-the-dark colors. In a lit room, the material shows a Nescafe Decaf pack with the headline- SARAP NG KAPE. Translates to GREAT TASTING COFFEE. When lights are turned off, the moon and stars glow along the new copy that reads SARAP NG KAPE, LALO NA SA GABI! Translates to GREAT TASTING COFFEE, ESPECIALLY AT NIGHT!
       
     
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