Leo Burnett ad agency made clever use of negative space to communicate Fiat’s Don’t Text and Drive message. Those who focus on the large alphabet letters often miss the silhouetted image in the negative black space. It’s a matter of perspective and where your attention is centered: On the letter “R” or the girl with a balloon? The “F” or the bus? The “N” or the dog? The subjects in the negative space are hiding in plain sight, but you have to be alert to see them.
De Lijn, the public bus company run by the Flemish government in Belgium, has launched a new ad campaign showing that it is smarter to take the bus or tram than travel alone. The concept for these commercials came from Duval Guillaume Modem in Antwerp, and the 3-D production was done by CC (Creative Conspiracy). Don’t know if there is safety in numbers by taking a bus in Belgium, but in the U.S., it’s crowded and a good way to get elbowed by strangers and attacked by psychopaths. Still, the ad is memorable and cute.