Pigmented Reality
Print works. Thanks to McCann and an innovative printing technique, it now even works as a range hood.
"TwoInOne" is the name of a new product from Miele. An induction hob with integrated extractor fan. The appliance extracts odors and cooking fumes downwards, where the air is then cleaned by filters in the base cabinet and fed back into the room.
In order to present the new product in a worthy manner, the McCann agency created a print innovation that demonstrates the effect of haze in a print advertisement. Without any digital technology, the otherwise static medium is transformed into a moving image solely through the interplay of light-sensitive pigments and a multi-stage screen and offset printing process. The secret lies in the photochromic nano pigments, which disappear or lose their color when exposed to daylight. According to the press release, they are reactivated by darkness so that the effect can be repeated several times. The ad insert can be seen for the first time in the Hamburger Morgenpost.
Of course, once again, you have to see it and hold it in your hand. But if it works half as well as the (digital) documents sent out by McCann suggest, then you can only take your hat off. Print is alive - and makes an amazingly vital impression here. (hae)
https://www.youtube.com/watch?v=kOEFa3djFsg
