Not a Half-Baked Idea

Lew’LaraTBWA Sao Paulo created a message that can be seen only on sunny days — a mirrored billboard that uses sunlight itself as “ink.” The “mirrored” billboards project copy onto walls, storefronts, car doors, sidewalks and buses during the day. The agency said it selected strategic, sun-drenched points throughout the city to urge passersby to buy sunblock. The copy reads, “Se voce esta conseguindo ler isso, use Nivea Sun fps 30” or “If you can read this, use Nivea Sun SPF 30.”