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I thought this proposal for a coca cola ad campaign (PDF) was incredibly cute. It comes with a coca cola pen that you use to write an “invisible message” to your sweetheart. As they finish drinking the bottle of soda the message appears. [add diabetic joke here]

Thought up by Yuya Kikuchi, a Dentsu Tec employee, the proposal is a finalist in the 1st Promotional Campaign Awards sponsored by Senden Kaigi, a publisher of advertisement-related periodicals. The proposals of the 20 finalists will be on display at Tokyo International Forum between 10/14 – 15 where you can vote for your favorite piece.