“See whatever you want to see” for JEEP ad campaign by Leo Burnett Worldwide, Inc.

Leo Burnett Company, Inc., otherwise known as Leo Burnett Worldwide, Inc., is an American globally active advertising company, created a brilliant 3-image optical illusion ad campaign for Jeep in France with the motto “See whatever you want to see” that merited a gold award for press at Cannes Lions.

At first these three images in the ad campaign might look like nothing special, just dark animal images on a burlap background. The moment when you flip them over, you will truly appreciate the agency’s artwork. Each image can be viewed as a different animal depending on which direction you view it from, and these two coexist without interfering with each other.

1. Deer/Seal


2. Elephant/Swan


3. Giraffe/Penguin