The brief from the client was to design a poster to encourage the public to attend Design Indaba: an annual world-class Design conference and expo.

This particular poster was developed to get the audience to empathise with the need for everyday solutions and to be inspired to be part of a social change, and ultimately attend the conference or expo. Thus a light-sensitive ink poster was developed. In normal light, it appears devoid of information; an enigmatic, asking the audience to turn off the lights to find out more about William Kamkwamba's energy solution. In low-light conditions, the invention and body copy is revealed: the story of William Kamkwamba, from Malawi, who built a wind turbine out of scrap parts, which enabled him to be able to read at night.

The Design Indaba 2009 conference and simulcast was sold out 2 weeks in advance. The expo sold a record 29 000 tickets, a 28% increase over the previous year. The expo also showed a 56% increase in international buyers from 2008. Design Indaba was featured on several national and international television variety shows and websites. It is widely regarded as the world's premier design conference.