Admittedly: The concept that an initially invisible part of a text completely changes its meaning and steers it in a different direction is not entirely new in advertising. Gloomy becomes positive, threatening becomes pleasing - the principle has been used countless times in advertising

But what is possible with printing technology and creative use of paper may still inspire in 2018. The Company of Huskies from Dublin has created a Suaswhich campaigns for the fight against reading difficulties and illiteracy among children from all over the world, created a full-page newspaper advertisement. The message: those who can read and understand everything will have an easier life. It could not have been more aptly realized than with this advertisement. Held up to the light, the gloomy future prospects of an eight-year-old are transformed into self-confidence and optimism. (hae)

It really is. Riding a bike without lights is sometimes one of the most mindless activities in road traffic. Somewhere in the area of drunk driving or reading text messages at the wheel. You may feel seen, but you are absolutely not.

24 percent of cyclists in Brussels are not yet aware of the need for lights. Communication can educate and raise awareness here. The Mortierbrigade agency has built an interactive light tunnel and placed it on a cycle path. The technology recognizes whether the bike passing through is equipped with lights and - if not - accompanies the rider with a projection that ends in a crash. Without any pain, but with an educational effect. And literally light at the end of the tunnel: there were bike lights and luminous vests as give-aways. Enlightening! (hae)

The Portrait Lighting mode is the further development of last year's introduced Portrait Photo mode and is part of the iPhone 8 Plus - for now in a beta version. The Portrait Photo Mode used the dual camera to separate the person being photographed from the background and thus achieve depth-of-field effects that are otherwise more familiar from DSLR photography (or that had to be "artificially" created afterwards). The result: photos quickly look "professional" and no longer like smartphones.

The Portrait Lighting Mode uses the same technical approach, but adds lighting to it. This makes it possible to brighten or darken the foreground and background independently of each other. Something that can otherwise only be achieved with lighting.

Five lighting modes are available, which can also be changed afterwards if the photo was taken in portrait mode. For example, the background can be darkened to black in "Stage Light Mode" at the push of a button. Something that was sometimes still not possible in tests. more bad than good but seems to have been perfected in advertising. Maybe that's why the comment function is deactivated for the "Portraits of Her" spot. And maybe that's why the video has a remarkably lousy rating ratio of 14,300 thumbs up to 14,800 thumbs down.

Because at least in the commercial, the feature looks impressive. The lady in the film is Shannon Wise, the singer of the band The Shacks, who performs the song "This Strange Effect". (hae)

The message: light has such a great influence on our environment, our sensations, our feelings, that we actually deal with the subject surprisingly rarely. From Ikea's point of view, of course, that would mean: Off to the next store and buy a new, beautiful lamp concept for the apartment.

But the fact that lighting can make all the difference could have been told in a much less heartwarming way than Mother London does for the Swedish furniture giant. As part of "The Wonderful Everyday" campaign, a boy lights up his mother's bleak walk home. And the eyes of the audience. Underpinned by the song "Lighthouse" By Patrick Watson.

"I love Ikea even more now" writes a touched viewer on YouTube. That's how advertising should be. (hae)

https://www.youtube.com/watch?v=S2L5IE3LniY