Now you see it, now you don’t

Lg2's latest illusion for the Quebec City Magic Festival makes a billboard "disappear."

Lg2 has seemingly busted out the top hats and capes once again to promote this month’s Quebec City Magic Festival.

Outside the city, a regular Outfront billboard looked like it was covered in classic magician red velvet. But occasionally, the sheet would suddenly drop, making it seem like the billboard behind it had been made to disappear. Over the course of three days, the trick was pulled off 15 different times.

This isn’t the first time Lg2 has employed a few tricks to promote the festival. The team created illusions that made people look like they were disappearing as they passed by a window, posters that had rabbits and doves appear after they were photographed and once made a magician teleport between different OOH ads. This year, though, the agency has also released a behind-the-scenes video to satisfy the curiosity of all those “reveal the magician’s secrets” types.


Brand: Quebec City Magic Festival
Agency: Lg2