The mailing consisted of a box, a gadget, an invitation and an answer form. The word play on the box – ‘Lightseeing in Lyons’ – indicated immediately that the mailing was about a ‘light event’. The box contained a small black light and a seemingly blank invitation, printed with light sensitive ink that was readable only by illuminating it with the black light (as was indicated underneath). So, by its form and execution alone the mailing illustrated the message that ‘without light, there is nothing’, giving the architects a real ego-boost by emphasising the importance of their profession.

40 participants of 46 mailed = 87% response Most of all the originality, quality and understanding of the state of mind of the target group were very well appreciated by Philips.