Nowadays, conversation at the breakfast table is decreasing with family members spending more time on the smartphone. Therefore Japan’s No.1 telecommunications company, NTT Docomo, decided they would like to deliver a creative idea that will bring an exciting topic of conversation to the breakfast table, not through their own digital media but through the good old medium of newspaper.

March 20th, “Day of the Sun”Japan’s first ad utilizing solar printing technology ran in the morning newspaper.What was revealed on the paper by sunlight was the image of the beautiful islands of Japan.Japan, known as an island nation, has over 400 isolated islands where people reside.The message was to convey the mission of NTT Docomo, Japan’s No.1 telecommunications company providing electrical waves to every one of these islands.