Fox’s new supernatural show, The Passage, is about the infamous vampires. With the most common myth that sunlight is the undoing of vampires, the showrunners decided to take the marketing one step further. With the help of the advertising agency BTEC/Havas, Fox placed posters for the show on various locations. As the sunlight came up, these posters were burnt to ashes.

BTEC/Havas’ copywriter for the poster stated:

“creating the right solution for burning the paper took at least three months of testing with different chemicals. The four posters were replaced at night twice in various commercial centers of the city”

To ensure that the fire doesn’t get out of hand, the posters were placed inside glass boxes.

The video details the process of how they achieved it.

Compiled by Mehak Zehra

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