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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.
AD OF THE YEAR
The Dry Pea and Lentil Council had a very small budget, but a big desire to get noticed. I convinced them to put all their legumes in one basket and run this full page newspaper ad. The result? The ad not only gained them national attention, Adweek awarded it the "Best Newspaper Ad of The Year."
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