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:
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!