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!