Erecting what appears to be an enormous plain canvas certainly generates intrigue, but what’s the message? Well, it turns out that a specific target audience will see more in this ad than others.
To onlookers with standard color vision, the billboard looks like a bit like a magic eye picture made up of green dots. But no matter how long they look at it, the hidden message won’t appear because it’s only visible to people with color blindness.
The ad was commissioned by the Toronto-Dominion Bank (TD Bank) and developed by Ogilvy Canada. It promotes the TD Accessibility Adapter, a free Google Chrome extension that allows users to customize their web browser with a range of enhancements to improve accessibility, including reading guides, larger fonts that are more friendly for people with dyslexia and various color modes, including monochrome, dark mode and low saturation. Initially developed for the bank’s own use internally, it’s now available to everyone.
If the image is blank at first, you can click on it below and see how it works.
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