Glow in the Dark Ads.

"From EuroRSCG São Paulo, Brasil comes this print campaign that glows in the dark. When the lights are on you only see half the story, turns the lights off and you'll see what goes on in the shadows."

Interesting idea. Using a technique to reinforce a message. I'm into it. Even though the glowin the dark reveal make me cringe- no matter how many times I see it. 

VIA adland