A few months ago, TBWA/Paris launched the campaign “Devinez qui arrive dans votre ville?” (Guess who is coming to your city? )
According to the Law of Prägnanz (Principle of good form) human brains tend to group colors and simple shapes and interpret images that are not there. The key of this phenomena is not what’s there in the image, but what’s missing.
I’m sure you’re all familiar with the hidden brand behind the image, but can you say which based on this image alone? 🧐
This kind of campaign only works if you’re a strong, known brand. Would you dare to test your brand recognition with such a campaign?
You can see other ways how TBWA/Paris has played with diluting the image of this brand here.