New Zealand's pest control company Rentokil used special ink on its billboard that reacts to the headlights from passing cars at night to show that there's always more than one cockroach. The glowing cockroach billboards show one cockroach printed in black, but additional cockroaches are printed in reflective ink not visible during the day glow-in-the-dark when lit.
The unique glowing cockroach billboards are no doubt a creepy surprise to New Zealand's unsuspecting nighttime drivers.
Implications - These special reflective inks light up the street, allowing Repbulik Auckland to show that roaches really are everywhere. The creepy crawlers are known for their stealthy nature, and creative director Andrew Sims uses this campaign to showcase this new wave of pest control.