Everyone loves a good magic trick, especially our brains.

That’s why optical illusions in advertising are a powerful tool and why brands keep coming back to them. Columbia-based creative director Felipe Salazar and graphic designer Karen Castañeda, transformed boring newspaper classifieds into an ocular mind boggler, turning simple typography into an effective campaign for the brand HiperCentro Corona.

Readers were left puzzled when flipping through their morning paper, and upon further inspection, realised the text revealed a miniature ‘3D kitchen’, countertops and stove included. Simple, elegant and a compelling way to get readers talking about your brand with the power of print.

Sources:
My Modern Met, 2014
Digital Synopsis, 2023

Like this story? Check out more inspiration here.