The creative campaign featured the stories of ordinary people with ingenious ideas. Each piece ended with the provoking line: 'What can your creativity do'. This particular piece was a poster with light-sensitive ink. In low-light conditions it 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. We wanted the audience to be able 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.