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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.
I've written a lot of concept lines, but this one launched an entire network. FX saturated every major market with this outdoor board, so it has a special place in my portfolio.
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