Great post from Drew McLellan at The Marketing Minute: The Most Brilliant Outdoor Campaign Ever.

If you don’t want to read the post, and see the actual boards, here’s the 5 rules all great outdoor campaigns must follow:

1. Never use more than 7 words.

2. Always use an attention-getting visual.

3. Include your logo (for radio that includes your frequency).

4. Leave the boards up for a minimum of 30 days to achieve necessary frequency.

5. Buy multiple locations to increase reach.

Now, I will tell you that The Most Brilliant Outdoor Campaign Ever broke every one of these rules.

I just think that telling a story makes every campaign better, no matter what the rules, because narratives engage the viewer/listener.