There's a simple rule to effective outdoor advertising: less is more. Try to stick to one benefit or promise. Unless you're speaking to a target audience that is stuck in traffic, assume they have only a few seconds to read your message. Simply put, If you try to say everything, you'll communicate nothing.
”A hungry stomach can be an ugly thing.“ That was the concept I developed for Burger King. The stomach, personified by Ken Hudson Campbell, will do anything to get its owner to America's favorite flame broiler.