Solar Company’s Annual Report Is Visible Only in Sunlight

Pages spring to life under the sun's rays

Annual reports—traditionally soul-crushing visual creations—are suddenly getting creative. First, we had the eyewear maker that packaged its annual report as an eye-catching infographic. Now, we have a stunning annual report from the Austria Solar trade association—whose text and graphics are invisible until revealed by sunlight. Watch the amazing video below for more. Ad agency Serviceplan created the report, according to Fast Company. Creative director Cosimo Möller says he was working on a terrace when inspiration struck. "It was one of the last sunny days in October," he says. "The sun was shining on my notepad and was reflected so intensely that I wasn't able to read my words anymore. So, the idea was born: Does it work the other way round?" It's reminiscent of the solar-powered ad we saw last year—a black-and-white ad for green energy that blossomed into full color when held up to the light.

@nudd Tim Nudd is a former creative editor of Adweek.