At first glance, an outdoor campaign for the budget airline carrier Easyjet in the French city of Bordeaux looks like the installers had got it horribly wrong.
The massive installation is fastened to scaffolding around the Place de la Bourse and looks as though the workers had hung it upside down and back to front.
It’s only when you look at the canvas’s message reflected in the nearby Garonne River that it all makes sense.
The brainchild of famed Parisian agency Buzzman, the ad’s message reads, “Bordelais, Le Ciel Est A Vos Pieds,” and means “People of Bordeaux, the sky is at your feet.” In English, it translates to “the sky is at your fingertips.”
The rest of the ad reads, “Plus de 30 destinations au depart de Bordeaux,” or, “More than 30 destinations can be reached from Bordeaux.”
Easyjet’s also running a contest to mark the occasion. Internet users will be invited to take a photo and share the installation with the #UpsideTown hashtag. Whoever takes the most beautiful picture, will win a return trip for two to the destination of their choosing.