If you want some additional information on a product you’ve seen on an advertisement or in-store, you’re increasingly likely to obtain it a QR code, that ubiquitous two-dimensional rectangle. Some brands are even trying out QR codes in TV advertising. Insurance giant Axa is one such company. If you’re watching Axa’s advertisement and want to see how the story unfolds, you can scan the QR code on the door of the house that you see on your TV screen. With this approach, making the QR code visible to the audience is part and parcel of the communication and engagement process. However, if it’s just a matter of rounding out the information given in the advertisement – providing additional details or enabling the user to make a purchase – then there’s no need to show the little black-and-white chequered rectangle. Fujitsu Laboratories has developed technology to replace the QR code with a code system that’s imperceptibleto the human eye, and which works on the basis of changes in brightness of points of light so that it can be discreetly embedded in a TV advertisement.