You Can Only Read This Social Distancing Ad From 6 Feet Away

Finnish retailer ran an optical illusion on the front page of a newspaper

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Newspaper advertising might not be the first place you’d look for innovation, but a new ad from Finland shows the medium still has attention-grabbing life in it.

TBWA\Helsinki brought together two of its clients, retailer HOK-Elanto and newspaper Helsingin Sanomat, for an eye-catching print ad tied to news that the government would be relaxing some Covid-19 lockdown restrictions.

The black-and-white ad appears to be an illegible blur until viewed from six feet away, after which the message becomes clear: “Keeping it safe.

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