When stared from the front side of ‘THE TRANSCENDENT TRANSLUCENCY AD’, the reader of the newspaper will find only the white plastics fulfilling the page, but as the reader holds up the page toward the light, as it is directed on the same page, the backlight will outline the black plastics printed on the back side and emerge its images on the front.The reader will virtually experience the recyclable-plastic scanning technology of Mitsubishi Electric.

We placed a detailed description of the technology on the back side, waiting for the surprised readers to flip the page. Everything was calculated and designed to strongly appeal the innovative technology.

After the exposure, ‘THE TRANSCENDENT TRANSLUCENCY AD’ triggered buzz.Many positive comments were delivered to Mitsubishi Electric from the readers.''New and fun!'', ''I did the experiment again and again.’’“I played it with my family”, “I was impressed by Mitsubishi’s technology.”“I held again a good opinion of Mitsubishi Electric.”- It earned 20 % higher penetration than the average.- More than 80 % of readers understood the technology and felt trust to the brand.(ref.: newspaper company’s readers research)