Creative Agency: Great Advertising Group
Creative Director: Andrey Danskov
Art Director: Alexey Butakov
Idea: Anna Geraskina, Andrey Danskov, Alexey Butakov
Digital production: Jenya Melnikova
Project Type: Produced, Commercial Work
Client: AuktYon
Location: Russia, St.Petersburg
Packaging Contents: Music Cover Box
Packaging Substrate / Materials: Paper
Printing Process: Screen printing, photosensitive pigments

“Auktyon” is an iconic Russian music band. The musicians have recorded their first album titled “On the sun” – so we’ve created and produced the cover for the new album in such way that image could be seen only if you put a box directly on the sunlight. The idea of the packaging was welcomed and highly awarded by the famous design and advertising prizes like Cannes Lions, Clio Music Awards, and Red Dot. The album is out of stock now because of the high popularity, but you can find it in Berlin’s Museum of Communication.

In order to get the desired result, we made dozens of samples, since the photosensitive pigments by different brands in combination with paper and laminate behaved unpredictably, so we needed to find the most reliable option for print. All in all, we successfully have found the options and made our idea come true – the print was totally invisible in the shadow but emerged on the sun's rays only.

The packaging was the essential part of the big promo campaign of the album. Fans could listen to release through the app that played tracks only if a smartphone was faced to the sunlight.

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via Packaging of the World – Creative Package Design Gallery