# Gravity-Defying Ads ‘This is a Crazy World' Turns Reality Upside-Down By Katie Cordrey | Published 2010-02-08 | Art & Design Source: Trend Hunter, https://www.trendhunter.com/trends/gravity-defying-ad-campaigns References: [viacomit.net](http://viacomit.net/2010/02/04/marithe-francois-girbaud-this-is-a-crazy-world/) & [model-max](http://model-max.com/v1/fash/item/299-girbaud-ss2010) A French fashion design team, Marithe and Francois Girbaud, has launched a new ad campaign for their Spring and Summer 2010 fashion collection. The text, and title, of the campaign is 'This is a Crazy World.' The duo is known for challenging the public in their ads. This campaign is no different: It uses [surreal visuals that defy the rules](https://www.trendhunter.com/trends/asos-inspired-by) of up and down to ask readers to question their own perceptions about reality and madness. **Implications** - Credit for this ad's impressive ingenuity goes to La Chose of Paris, [France](https://www.trendhunter.com/trends/the-sharp) and [Creative](https://www.trendhunter.com/trends/colorpipes) Director Pascal Gregoire. The ad featured art direction and copywriting from Pierre Dupaqueir and Clement Durou. All photography work was done by Steve Hiett. The 'This is a Crazy World' ad is appearing in publications now. ## Trend Insights (Trend Hunter) - Score: 5.0/10 - Popularity: 80% | Activity: 63% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Art & Design](https://www.trendhunter.com/artdesign) > [Design](https://www.trendhunter.com/design) ## Key Themes ### What's Driving This Trend - **Surreal Advertising:** Opportunity for companies to challenge traditional advertising norms and create innovative campaigns that capture the attention of consumers. - **Questioning Perception:** Opportunity for companies to use unconventional visuals to disrupt traditional perceptions of reality and spark deeper thinking. - **Gravity-defying Graphics:** Opportunity for companies to utilize special effects and graphic design to create visually stunning and attention-grabbing advertising campaigns. ### Who This Affects Most - **Fashion:** Fashion designers can use unconventional advertising techniques to market their products and create buzz in the industry. - **Advertising:** Advertising agencies can use innovative and unconventional visuals in campaigns to differentiate themselves and attract clients. - **Graphic Design:** Graphic design companies can cater to clients looking to push the boundaries of traditional advertising and create unique, eye-catching campaigns. ## Related on Trend Hunter - [Playful Billboard Campaigns](https://www.trendhunter.com/trends/dreamies-treats.md) - [Celebratory 3D Illusion Billboards](https://www.trendhunter.com/trends/adidas-dubai.md) - [Haute Auto Pattern Campaigns](https://www.trendhunter.com/trends/audi-car-couture.md) - [Creative Ad Responses](https://www.trendhunter.com/trends/kiehls-response.md) - [Playful Creative Design Billboards](https://www.trendhunter.com/trends/3d-billboards.md) - [Lazy Cereal Campaigns](https://www.trendhunter.com/trends/surreal-cereal.md) - [Whimsical High-Fashion Holiday Campaigns](https://www.trendhunter.com/trends/roger-vivier-holiday-2025.md) - [Stylish Fashion Campaigns](https://www.trendhunter.com/trends/stylish-fashion-campaigns-marc-jacobs-unveils-its-spring-2025-marcworld-cam.md) - [Poeticized Luxury Fashion Campaigns](https://www.trendhunter.com/trends/salute-the-detail.md)