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Agencies 4 Growth Festival Logo

Tory 'Mirage' ad illusion visually demonstrates that a vote for Nigel Farage's Ukip will result in a Labour government

The Conservative Party has unleashed an election day optical illusion up there with #TheDress and #CatOnStairs to instill the voting public that a ballot cross for Ukip and Nigel Farage will essentially help empower Labour leader Ed Miliband.

The campaign, entitled ‘Mirage’, was created by M&C Saatchi, to warn Conservative voters tempted by Ukip’s hard stance against UK European membership that to support Farage will harm the Conservative Party's ability to snatch a majority government - risking Labour rule.

From a distance, the poster shows Nigel Farage’s face. As viewers get closer to the poster the image changes to Ed Miliband’s face – using creative imagery to warn against a Ukip vote.

Also built for the campaign was a microsite called Labour Illusion enabling voters to witness the illusion online. Once viewers are fully zoomed in they are prompted to vote Conservative.

Check out the reactions of passers-by in the below video.

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