To draw the attention of young audiences to the release of the new record On the Sun by the iconic Russian band Auktyon, we came up with the first ever album that can be heard and seen ONLY ON THE SUN. Two weeks before the official release we have issued an application that starts playing back the new album when the smartphone camera is aimed at the sun.
We used photochromic ink to print the album artwork: the design appears ONLY ON THE SUN and vanishes when in the shade. Thanks to the project, the Internet for the first time ever in the band’s history turned out to be the main sales channel, while the record itself ended up being Auktyon’s most commercially successful yet.

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