Murals That Glow

Where did this campaign come from?

ORLEN became the patron of the Maria Skłodowska-Curie Museum in Warsaw - the world's only biographical museum dedicated to the Nobel laureate. The first result of this collaboration was a nationwide mural campaign. The campaign concept was developed by ORLEN, the graphic design by the agency P/mint, and the execution was entrusted to us at Good Looking Studio.

The campaign launched on 11 February 2026 - International Day of Women and Girls in Science and, at the same time, Maria's name day. The date was no coincidence. Every element of this project was carefully considered, including the choice of technology.

What are UV murals and why do they work?

Fluorescent technology involves the use of specialist paints that behave differently by day and by night. In daylight, they create a striking, aesthetically refined composition. When UV lamps are activated, selected elements - lines, typography, details, symbols - light up in intense fluorescent colours: the same mural, two completely different visual experiences.

What makes this an exceptional brand communication tool? The ability to carry two parallel narratives on a single surface. A brand can say one thing in the morning, when people pass the mural on their way to work, and something entirely different in the evening, when the same wall explodes with colour. This builds engagement, encourages people to return, and - perhaps most valuable for brands - makes people want to photograph and share what they see.

Form that became content.

In the ORLEN Art&Science and MSC Museum campaign, UV technology was not merely a visual effect. It was an integral part of the message.

Maria Skłodowska-Curie - discoverer of radium and polonium, two-time Nobel laureate - literally radiates on the mural after dark, thanks to fluorescent paints. The reference to radioactivity, which she studied throughout her life, was embedded in the very technology of execution. Form and content met in one place.

UV murals were installed in five cities: Łódź, Płock, Wrocław, Poznań and Kraków. In each of them, the same effect of surprise among passers-by who approached in the evening to see what was happening to the wall.

"Everything came together in this project - the context, the design, the technology. When you paint a portrait of a woman who discovered radioactivity, and you use paints that glow themselves, it is no longer just an advertising mural. It is a story. And I think people felt that." — says Aleksander Kursiewicz, New Business Manager at Good Looking Studio.

When the mural starts working on its own.

The campaign spread online before it had even officially launched. Residents were photographing the murals themselves and posting them on social media. Local news portals and TVP stations in each of the cities were writing about the project in advance. Within two weeks of launch, the campaign had gathered dozens of publications in national media — from Wirtualne Media and Nowy Marketing to industry portals and local newsrooms.

The comments online said it all: "Maria is glowing", "Let's RADiate joy", "RADiant" — spontaneous wordplay referencing the discovery of radium. Nobody planned it. But everyone wanted to take part. A good mural does not end its life on the day a campaign launches. That is only when it begins.

What can we create for your brand?

UV murals are one of the formats we execute at Good Looking Studio, and one that consistently delivers results for brands that go beyond a standard media plan. If you are looking for an outdoor campaign that truly stays in the memory, get in touch.