The right side 1 - The Idea. Print execution illustrating the double meaning of 3 words, one good and the other bad, creating a dichotomy depending on which side you start reading. As people firstly tend to see the bad side of things rather than the good side, a first read from left to right shows a negative meaning. But when we read backwards we find a positive meaning.
Advertising campaign by Spillmann/Felser/Leo Burnett for Swiss Life. You may also like...Our oceans aren’t the only ones in dangerThe faster you go, the faster you arrive thereBring your message to lifeOne LifeLife is not always in our hands