BT "See further" by Wunderman Thompson UK

BT highlights the threats hiding in plain sight with the help of illustrator Noma Bar.

Using negative space, the ads encourage consumers to "see danger before it finds you" with deceptive images of sharks, sheep and eerily high reeds. While one visual of an eagle can also be seen as a person on a computer, circling sharks reveal a scared face and a snake appears in seemingly safe grass.

The digital campaign was created by Mark Hillman and Stuart McLuskie.

In September, BT launched a campaign urging customers not to become a "pixelated Paula".