Leo Burnett, a prestigious international ad agency, 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 its stunningly good design at Cannes Lions.

At first, the three images in this clever ad campaign might look like nothing special – just dark animal drawings on a burlap background. You have to flip them over, however, to truly appreciate the agency’s artwork. Each printed ad can be viewed as a different animal depending on which direction you view it from, and these two coexist without interfering with each other.

The agency explains that the eye trick ad “invites the reader to return to the announcement to discover an animal at the other end of the world. A nice invitation to travel.

More info: leoburnett.fr | leoburnett.com | canneslions.com (h/t: visualnews)