To read World Water Day mailing, you had to waste water.

(click image) World Water Day was March 22nd. To commemorate it, Green Belgium, through Antwerp ad agency Duval Guillaume, sent out this mailer to the media with a hidden message only readable after running it under water. The translated line: "Without water, knowledge cannot flow." (?) Hey, why let a little thing like preservation stand in the way of a desperate bid for ad awards? Jesus, why don't we just make tree huggers out of cardboard to celebrate Earth Day? Oh. (image via)