These ads against pedophilia were printed with fluorescent ink, which glows in the dark.
With the lights on, you see the ad like this. When the lights are off, a new image appears.
This is a simulation of how the ad looks like with the lights off:
the fluorescent ink printed in the ad glows in the dark, showing this message.
Cannes Lions 2008 - Silver press
Cannes Lions 2008 - Shortlist outdoor
Clio Awards 2009 - Silver
One Show 2009
New York Festival - Gold
El Ojo de Iberoamérica - Silver
Lürzer's Archive Magazine
Ad Stars Corea - Silver
Ads Of the World 2008 print winner
CCSP (Brazilian Creative Annual)