Art direction of the year – Leo Burnett France for Jeep

Leo Burnett‘s beautifully-crafted campaign for Jeep is going to win all kinds of awards for art direction. Each ad features a monochrome image of an animal that can be flipped upside down to become a different species, and unlike most ambigrams, these actually do work both ways:



Deer > sea lion

Sea lion










Penguin (this one doesn’t work as well for me – it’s the eyes)

The line – See whatever you want to see – feels a bit ‘global English’ to me (although they’re French, so fair enough) but works with the product and the idea.

This is apparently a press campaign, but I’d like to see the images appear in digital media to make maximum use of the dichotomy.

Story and images via Metro.

Update: despite being presented by Metro as ‘new’, these have just won 3 Lions at Cannes (Press, Craft Illustration and Craft Art Direction). Which means I was right!

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