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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.
The idea behind the "Great Cheese Comes From Happy Cows" campaign was simple. Cows like it in California. Let's face it, if you had to be a cow, would you really want to live in Wisconsin? This outdoor concept was pitched, but never ran. Shame, really. I thought it touched on a real truth about why cows love being milked in California.
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