Your eyes are not deceiving you the headline does read Food Company Annual Report that must be Baked. It is just so clever I couldn't stop smiling when I read it.
It is one of those really smart ideas that probably has no uses.
Croatian creative agency Bruketa & Zinić have designed an annual report for food company Podravka that has to be baked in an oven before it can be read. The secret is thermo-reactive ink.
It's a little bit like the magic trick we used to do with the invisible writing when we were kids - remember, writing something with lemon juice and then only being able to read it if you held a flame under the paper and the lettering showed up brown.
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