In the spring of 2015 Viru Valge took a bold decision to hold a nationwide competition to find a best package design for the famous Viru Valge vodka. The idea was to cover the whole bottle with a sleever, something that has never been done in Estonia before. To inform people of the competition we created a set of posters which at first glance depicted a blank Viru Valge bottle and instructions to take a photo of the print with a flash on. The reflectors on the posters then revealed a hidden call to action to participate in the design challenge to cover the blank Viru Valge bottle with their design.
