Havas Lynx has used cutting edge light reactive technology to design a new cancer campaign for HSS Hire.
The Manchester agency imported “nano ink” from China, which changes colour on contact with light. Ordinarily used on textiles, this is the first time its been used on posters.
Ordered by HSS Hire and supported by Cancer Research UK, the posters have been designed to underline the dangers of skin cancer in the construction industry.
The creative shows a featureless, colourless face in a hard hat, but when exposed to ultraviolet light, it morphs into a skull.
“It’s fitting that the poster uses the sun as a medium to deliver its powerful message, ensuring the warning against unprotected UVA exposure comes to life when workers are most at risk. The visual impact is very macabre – precisely the effect we wanted,” said Havas Lynx’s chief creative officer, Tom Richards.