Glow: A Revolutionary Print Ad by John Vincent Redrico

First Glow-in-the-Dark Magazine Ad Revolutionizes Print Advertising

The 'Glow' print ad was part of Nescafe Decaf’s 'Why Not?' campaign, targeting urban adults who enjoy their coffee in the morning but avoid it at night due to sleep concerns. The ad's unique properties make it stand out from conventional print ads. In a lit room, it displays a Nescafe Decaf pack with the headline 'Sarap ng Kape', translating to 'Great Tasting Coffee'. However, when the lights are turned off, the moon and stars glow, revealing a new copy that reads 'Sarap ng Kape, Lalo Na Sa Gabi!', translating to 'Great Tasting Coffee, Especially at Night!'

The ad was realized using glow-in-the-dark colors. The challenge was finding printers capable of printing with such ink in 2010. Despite the technical difficulties, the team managed to produce an interactive print ad that enhanced the reading experience and effectively promoted Nescafe Decaf for evening consumption.

Redrico's design was not only creative but also technically precise. The ad measured 8.5 x 11 inches and was printed on C2S 140 stock using offset printing and silk screen for the glow-in-the-dark ink. The project was a collaboration between Redrico, Summit Media, Editor-in-Chief Dondi Limgenco, Managing Editor Iza Santos, and Key Account Specialist Alex Revelar.

The 'Glow' print ad's innovation and creativity did not go unnoticed. It was awarded the Golden A' Graphics, Illustration, and Visual Communication Design Award in 2013. This prestigious award is granted to outstanding and trendsetting creations that advance art, science, design, and technology, embodying extraordinary excellence and significantly impacting the world with their desirable characteristics.

John Vincent Redrico's 'Glow' print ad for Nescafe Decaf is a testament to the power of innovation in design. By challenging the norms of print advertising, Redrico has opened up new possibilities for interactive and engaging ads that captivate readers and effectively promote products.