The challenge and the objective were to lay an equivalent emphasis on ‘Save trees’ and ‘Save animals’ by providing sufficient detailing to both.

We created special 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.

Thanks to the campaign, global warming became something people could relate to and understand better.