Sydney newspaper readers who think they can "see through" politicians they believe to be two-faced were in their element this week.
News Corp Australia's Daily Telegraph used a translucent paper wrapper to transform a caricature of federal treasurer Scott Morrison from a sweating number-cruncher to Superman on the cover.
The publisher says they ran the editorially-focussed wrap to demonstrate innovative ways in which print could be used by advertisers. "This shows the market and other newspaper editors how the newspaper is still relevant and how it can be used in different and new ways," print innovation head Zac Skulander told The Newspaper Works.
"It's a pretty awesome space to be in because you can do so much with it."
The Daily Telegraph won a PANPA in the 2015 Advertising and Marketing award for a transparent wraps for musical Les Misérables last year.
Skulander is keen to get editors involved: "Having the editor on board in something like this is another advantage for an advertiser, because if they can have a conversation with the editor or be part of a meeting or brainstorm where the editor is there, then they can adjust the creative to fit the audience even better.
News showed a range of print innovations at its innovation week earlier this year, all of which he is hoping to roll out.
Pictured and video: Scenes from The Newspaper Works case history