The campaign, which supports World For All Animal Care and Adoptions in Mumbai, features three separate posters that each use the same visual effect; a silhouetted family of two or three people who lovingly looking at one another. The negative space between them is carefully arranged, and from afar the shapes of their bodies form the outline of an animal. This is a clever addition to the advertising tagline “There’s always room for one more. Adopt.” The image is only complete once you see the dog, cat, or rabbit that emerges from in between the smiling figures.
The trio of posters highlighted a 2017 World For All pet adoption event at Sydenham College in Mumbai. The print collateral was effective—aside from an increase in foot traffic, 42 animals were able to find forever homes during the affair.
Amol Jadhav and Pranav Bhide produced a creative pet adoption ad that uses a famous optical illusion.
Look closely at the negative space and you'll see an animal.
Once you see it, the image is complete. Just like a family who adopts a pet!