A new print advertisement by Greenpeace Philippines challenges viewers to see beyond the surface. Created by JWT Makati, the campaign uses an optical illusion to expose the environmental cost of paper waste. The ad features a spiral-bound notebook where the holes in the pages appear as tree silhouettes from a distance. Upon closer inspection, the illusion collapses, revealing the holes as simple perforations in the paper.
The campaign targets the wastefulness of disposable notebooks, which often end up in landfills after minimal use. Greenpeace argues that the visual trick highlights how easily consumers overlook the environmental impact of everyday products. The ad’s message is clear: what seems like a harmless notebook may contribute to deforestation and pollution.
JWT Makati’s creative team designed the print ad to force a double take. The optical deception relies on the brain’s tendency to fill gaps with familiar shapes—in this case, trees. The contrast between the expected image and the actual perforations underscores the disconnect between perception and reality in consumer habits.
Greenpeace Philippines campaign manager Rhea Jane Pescador confirmed the ad’s intent. She stated the campaign aims to make people reconsider their paper consumption. "We want Filipinos to see the hidden costs of products they use daily," Pescador said. The ad has circulated on social media, sparking discussions about sustainable alternatives to disposable notebooks.
The campaign aligns with Greenpeace’s broader push for eco-friendly materials in the Philippines. The organization has previously criticized the use of virgin paper in schools and offices, advocating for recycled or digital solutions.