Optical Illusion Billboard Inserts Missing Children Into The Background Scenery

Optical Illusion Billboard Inserts Missing Children Into The Background Scenery

Creative advertising uses polarizing film to highlight plight of lost kids.

Ross Brooks
  • 27 march 2014

To help draw the problem of missing children into the public light, German agency thjnk came up with a set of creative billboards that helps the public “find” those that have gone missing. The advertising campaign cleverly employs polarizing film, along with a billboard that looks like an oversized Facebook Page.

The first step was to set up TV screens without polarizing film on the streets of Hamburg, which through the naked eye appear to be blank. The second billboard, shaped like a Facebook page, had polarizing film stretched across a large window which passersby could see through.


When people looked through the larger billboard, the images of missing children were clearly visible on the smaller TV screens. Not only does it tie in perfectly with the plight of these children, but it also engages people in a way that encourages them to feel responsible for “finding” the lost kids.

There are already plans for the billboards to be installed all across the country, which will hopefully promote the cause, and inspire people to come forward and offer their help in the ongoing search for missing children.

The campaign was created for the Facebook page, “Deutschland findet euch,” which translates to “Germany Finds You,” and also incorporated the expertise of the Effective Team and Screenlab.

Even thought the following video is in German, you can catch glimpses of the billboards in action:

Deutschland findet euch

[h/t] Design Taxi


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