When I saw it, I couldn't understand it. Neither my a few friends.
Now I won't ask for the meaning of it, or if I should understand it or not, as it will turn out to be subjective.
First, is it done by mistake or a bad design? If yes, how can a world's top agency can make a mistake/bad design (that is hard to understand), when the design goes through several approvals?
And if it is not a mistake and not a bad design, then definitely there has some kind of significance (if not meaning) of this design, which I can't understand. I mean I can't even judge it before knowing what is it. Yes I think this the right way to ask. What is it?
Why I'm curious? Because if I don't ask it here, I will never be able to talk about it with others or share my views about it. Or maybe someone else would ask me similar doubt, I would be answerless. I don't even know if it's an ad or some other stuff. I don't know if it is supposed to work or not. I don't know what the creative team had in mind while designing it.
Given all that, what's the significance/use of such type of design? Is it a special category of a design without any significance/use and done for some other purpose?
EDIT: I think there's a big confusion in comments. Some users might think I'm judging/calling/declaring it a bad/complex/mistake design. It may seem from my question above, maybe because I couldn't put my original thoughts here.
But just to make you understand, I was curious to find out if it was a bad/complex/mistake design or how correct/incorrect I am, rather than declaring it. And then I was curious about knowing the purpose of it, and how to understand and enjoy this kind of design so it serves the purpose of designer and design itself.
Yes, it might seem from my question that I suspected it bad/complex/mistake design, but that doesn't mean I was in favor of proving it bad. I was more interested in knowing the truth and correcting myself. I've always liked their typography and geometry shape based designs because they follow principles which I learned here from some top users. I always relate them with this site. No question I would prove them wrong. Not in my dream.
In a simple sentence, I was almost sure it isn't a bad design, it was just I didn't know this kind of design and I needed a confirmation and explanation about it, so I understand it. That's it.