Disappearing stain

stain
Originally uploaded by Marcus Spurrell.

The Del Campo Nazca Saatchi & Saatchi agency in Argenitna developed two fun ways to communicate the stain-fighing power of Ariel detergent -

At a distance, these billboards appear to show a big black stain on the white shirt. However, as the driver gets closer, the stain disappears.

Simple but very effective concept & execution