The Brief

CID is a popular detective series on Sony Entertainment Television. The objective was to communicate to media buying agencies and the press about CID completing 11 years on television and invite them to be a part of the celebration.

Creative Execution

We created an interactive invite. At first glance, it was a blank sheet of paper. A clue at the bottom led people to read the sheet over a candle flame. Like magic, the message would appear on the paper as the surface turned brown with the heat and the lemon ink used to write the message, was now visible.

Describe the creative solution to the brief/objective.

CID is all about investigating and solving mysteries. So while these invites were sent out to media buyers and the press, we made sure it was done in true CID style.

Results

Everyone remembered where to be on the day of the event.