I have a love and hate relationship with outdoor advertising. I love it because, unlike other traditional advertising media spaces like film, the possibilities are endless and not bound to a screen, for instance.
And I hate it because nothing really comes close to it. I’m talking craft, I’m talking impact and the absolute need to convey a crystal clear idea in an image and/or seven or less words. It’s tough. But it’s beautiful.
Tackling this challenge opened my horizons to broader approaches to outdoor advertising in the first third of my advertising career. Coming from a small market like Portugal, in which one has to be smart with the limited budgets a
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