We used a simple technology to transform a regular poster into an interactive medium.

We made posters that glow in the dark, printed using radium ink. Each poster featured an endangered animal.

At first glance, the viewer only saw the message, 'To see what you save when you switch off the light, switch off the light.' When the person turned the switch off, the animal became visible.

They were released in trial rooms, an enclosed space where people could interact with them.

The idea is easily scalable and is being replicated in more cities.

The execution came alive in darkness showing the power of conserving energy and related it to global warming. It was thus tailored to highlight the cause.