Check out this Billboard on the US-Canada border crossing of Vancouver, in Blaine, Washington.
Seattle-based art and architecture firm Lead Pencil Studio has created a billboard that advertises nothing.
At first, appearing to say nothing at all, the billboard actually carries a ‘hidden’ message.
The roadside anti-advertisement’s steel window redirects attention of the viewers to the clear view of the sky and landscape—reintroducing the simple beauty of the world.
Unlike regular ads that distract viewers from what they’re doing, the ad aims to poetically remind its viewers of their surroundings—in a bid to question consumer culture.
“Borrowing the effectiveness of billboards to redirect attention away from the landscape… this permanently open aperture between nations works to frame nothing more than a clear view of the changing atmospheric conditions beyond,” Daniel Mihalyo of Lead Pencil Studio said.