Less is more: “I know that half of what I spend in Advertising is just wasted money. The problem is that I don’t know which of the two halves is the right one.”
Just landed at Malpensa airport eventually I saw an advertising that got my curiosity, but a question rose to my mind suddenly: "Why? Why did you feel it was the right place to place your message?" Then another one: "What damn did you write there??"
I think sometime people forget the adv pillars:
“Less is more” - Being focused, write a minimal message that keep user’s interest!
“Unique Selling Proposition” - Only one, very good reason that creates distintive value.
“Be Remarkable” - Think “out of the box” in order to be read.
“Think like your client does” - What does really make the difference in the client’s mind?