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The 17 winners of the 66th annual Obie Awards for the best in outdoor creative had one attribute in common: They all created a unique experience for the consumer.
Take McDonald’s billboard for its fresh salads in the food and restaurants category. Created by Leo Burnett, the concept for the board involved planting 16 varieties of lettuce to literally grow the message “Fresh Salad” over a three-week period. Risky, yes.
Some out-of-home ads turn your head and just make you smile.
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