To advertise a sunscreen when people need it the most: when they are under the sunlight, we created a message that could only be seen on sunny days. Or at the most important time to use the product. Therefore, we designed a mirrored billboard that used the sunlight itself as “ink”. We selected strategic points throughout the city where the consumer is caught under the sun, but usually forgets to apply sunscreen. Furthermore, the communication was displayed near the point of sale, and the consumer could buy the product soon after seeing the message.