UK company French Connection launched a new line of clothing with an Instagram campaign focused on pareidolia, which is when the mind sees or hears something that really isn’t there. The brand posted snapshots of images that appeared to show naked flesh or or otherwise be sexually suggestive, but when users clicked to view the whole image, they discovered that they had been viewing an everyday FCUK item.

The campaign was so successful that the brand put the #MINDFCUK hashtag on a t-shirt.