From color to narration; What is the secret of the attractiveness of creative advertising billboards?

In this advertising billboard, when a passer-by passes in front of it, a big red lamp lights up above his head; Exactly the same image that we have in mind of sparking an idea . That is what The Economist brand wants to show: is a place for bright ideas.

But when does this magnetic force start working?

Unlike other forms of advertising, billboards face many challenges: high speed cars, open and dangerous roads and distances that sometimes make the text impossible to read. To overcome these challenges, advertising designers have created many rules and principles, which sometimes result in similar and repetitive billboards; However, it is obvious that now there will be no news of magnetic force.

Let us pour clean water on your hand right now; What activates the magnetic force in environmental advertising is only one thing: a creative idea and a valuable message behind the advertisement. A creative advertising billboard is more than a sign!
In this article from Kanon Kanoon Iran Novin magazine , we have reviewed 20 of the creative advertising billboards in the world in order to experience the magnetic attraction of creative billboards in the world even from behind the screen of a phone or monitor; So please fasten your seat belts!

1. "Lamp" | By Abbott Mead Vickers BBDO agency for The Economist

In this advertising billboard, when a passer-by passes in front of it, a big red lamp lights up above his head; Exactly the same image that we have in mind of sparking an idea . In fact, the passing of passers-by activates the sensor and turns on the lamp, so that they inadvertently become part of the ad's message: enlightenment and creativity.

This clever idea not only attracts attention, but also engages the audience and conveys an accurate and lasting message without any words. That is what The Economist brand wants to show: is a place for bright ideas.

2. "Bite!" | By Ogilvy & Mather Jakarta for Formula toothpaste

This billboard looks like a simple design at first glance, but in execution, it is very creative. Part of it is designed with a chewed appearance; It is as if a person has bitten and torn off a piece of billboard with powerful teeth. This visual detail makes the brand's claim clear without the need for explanation: "Formula toothpaste makes teeth so strong you can even chew metal with it." This type of design goes beyond visual advertising; The billboard itself has become a message. It not only attracts the attention of passers-by, but also conveys the brand message to the audience with a visual, creative and unforgettable language.

3. "Tunnel" | Demner, Merlicek & Bergmann for Oldtimer restaurants

In this creative advertising billboard, it is designed on the road tunnel entrance as if you are entering a human mouth; That too with the teeth that formed the roof of the tunnel. The cars that pass through it, as if they are driven directly into the mouth! This bold and different performance both disrupts the scene and directly attracts the attention of drivers.

Here the billboard is not just an image; The physical environment has become a part of advertising. The driver not only sees it, but also immerses himself in it. This level of audience engagement is exactly what turns an ordinary ad into a memorable experience.

4. "Mozen Bini" | By Saatchi Agency & Saatchi Indonesia for Panasonic brand

In this creative billboard, the image of a man's face with long nose hair can be seen, but the main thing is that these hairs are actually electric wires that have passed through the lamp post. This clever combination of imagery and real-world elements conveys the ad's message in a humorous, creative and memorable way, reminding target audience with humor: it's time for a fix!

In this ad, the border between media and environment is lost. The billboard does not work alone nor is it limited within its frame; Rather, it combines with the surrounding space to surprise the audience. This level of creativity not only keeps the Panasonic brand in mind, but also puts a smile on the viewer's face , which is exactly the effect a good ad should have.

5. "Crying Billboard" | By WAX Agency for the Calgary International Film Festival

This different billboard features an image of a crying face, but what makes it special are the actual drops of water flowing from the eyes. Using a simple blue system has caused tears to flow physically and alive on the billboard; Just like a movie scene full of emotion.

This billboard does not consider the audience to be the only viewer of an image; Rather, it advertises him into the emotional space. Instead of merely showing sadness, it makes it palpable. This is the point that takes the ad out of the state of a dry 2D image and turns it into a real experience.

Today, with simple technologies or even sound and light, happiness, fear, excitement or peace can be brought to life in the same way. Digital Ambient Advertising is an inspiring example of how emotions can be given a new dimension.

6. "Change" | By Leo Burnett Agency for Koleston Naturals

In this artistic billboard, a woman can be seen whose hair is cut with an open space instead of color or print; So that the real view behind the billboard is the color of his hair. The result is a dynamic and ever-changing image; Bright golden hair in the daylight and a warm and darker tone in the evening.

This simple but creative idea shows the power of natural colors without using a single drop of artificial color; It's in an ad for natural hair color! The creative use of negative space attracts the attention of the audience and differentiates the ad from the crowd and complications common in advertising billboards.

This creative advertising billboard shows that sometimes what you take away is just as effective as what you add.

7. "Blackboard Menu" | The work of DDB Warsaw agency for McDonald's

In this different billboard, instead of using glossy and digital graphic designs and typography, McDonald's has used a real blackboard with handwritten and chalk writings; Just like the traditional menus of old cafes or restaurants.

This smart choice not only creates a sense of nostalgia and intimacy, but also stands out among today's glossy, digital billboards. Seeing this blackboard, the audience feels that they are facing a real, human and warm brand; Not just a pre-planned ad campaign…

8. "Female"| By BBDO New York Agency for BBC World

In this creative billboard from BBC World, the image of a street conflict is displayed with a clever use of angle and 3D space. On one side, a group of anti-riot police forces can be seen in attack mode and on the other side, a defenseless woman is confronting them. But the golden point of this design is the connection between these two images; Where reality has a different meaning from each side's point of view.

The impressive slogan "See both sides of the story" emphasizes the importance of seeing reality from different angles. This creative billboard, in addition to a humane and humanitarian message, shows that the BBC, unlike many media outlets, is not satisfied with just one narrative and tries to examine every story from both angles. The creative use of the billboard's physical space provides an objective image of the BBC's unbiased approach to global news coverage.

9. "Sunken Billboard" | Fame Adlabs work for the film Day After Tomorrow

To promote a film about natural disaster and climate change, the advertising agency decided to install the billboard where it would not only be seen, but also portray the message of the film. The billboard was placed in a place where half of it was submerged; Just like a sinking city.

This creative performance does not confront the audience with just one poster; Rather, it brings him into the conceptual space of the film. Using a different environment, calm and without advertising clutter, allows the message to be seen directly and clearly. This creative advertising billboard is a shining example of how a suitable location can bring an advertisement to life and transform it from a simple image into an unforgettable sensory experience.

10. "Fresh Salads" | By Leo Burnett Chicago Agency for McDonald's

This creative billboard called Fresh Salads was designed using real soil and seeds. In the early days, only the general form of the letters is visible, but over time, the seeds germinate, grow, and the letters become green and alive. This natural process of growth not only instills the concept of "freshness", but also shows it in action to the audience.

McDonald's billboard proves that advertisements don't necessarily have to be static and momentary; Sometimes, with the passage of time, the message can be made more mature, deeper and tangible. This advertisement not only attracts attention, but also engages the audience in a process; A process that itself conveys exactly the meaning of the product. Here, typography is not just a visual form; Rather, it has become a living and dynamic experience that conveys the concept of novelty better than any word.

11. "Red Wall" | The work of French agency Being for Jameson brand

Jameson brand, instead of using flashy and expensive advertising spaces, decided to install its billboard on a simple red brick wall; In a real neighborhood, not in a shopping mall or high street. What was the result? The billboard not only caught the attention of passers-by, but also matched the tone and brand personality: honest and down-to-earth.

Using a casual environment but with an identity helps the brand to be seen more honestly and strengthens the audience's sense of trust. "Red Wall" shows well that sometimes the most luxurious space is not necessarily the best option. Where the ad is displayed must be a continuation of the brand identity, not just a popular location.

12. "Coin Billboard" | For the Chevrolet Aveo

In this creative campaign, a billboard was designed for the Chevrolet Aveo, the surface of which was covered with thousands of one-cent coins, and people could remove these coins from the billboard.

The clever idea behind this design is simple: the low price of this car is so affordable that it can be achieved even by collecting coins. At the same time, the invitation to interact makes passers-by not only see the ad, but engage with it and leave a tangible memory of the brand in their minds.

Although it's not always possible to reward or gift your audience and customers, this example of interactive advertising shows that with a little creativity, an ad can be transformed from a one-way message into a shared and lasting experience.

13. "Giant Chocolate Billboard" | For the Cadbury brand

In this creative and different advertising billboard, the Cadbury brand decided to show the product being consumed, instead of showing a complete and untouched image of a chocolate. The billboard was decorated with real pieces of chocolate and the packaging was designed to look as if it had been opened and partially eaten. The result was a vivid, realistic and seductive image.

This ad, instead of just showing the chocolate, gives the audience a sense of tasting. The combination of visual creativity using real dimensions and interactive space made the Cadbury billboard not only visible, but also remain in the mind of the audience.

This billboard reminds us that everything doesn't always have to be perfect and packaged. Sometimes, showing the joy of using the product is what the audience reacts to; Real and tangible feeling.

14. "Giant Egg" | By Leo Burnett Chicago Agency for McDonald's

In this unique campaign, McDonald's designed a billboard in the shape of a giant egg that mechanically cracks and opens over time. From the heart of this egg, the image of one of McDonald's daily breakfasts came out; An image that attracted the attention of every passerby!

This billboard created a visual story by using movement and volume elements that kept the audience engaged from the moment of waiting until the moment the product was revealed. Instead of a fixed image of a breakfast meal, the brand went to create an experience; A live narrative of starting the day with hot and fresh food.

McDonald's giant egg shows that advertising can go beyond the two-dimensional surface and use form, movement and the element of surprise to capture the audience's attention and arouse their curiosity.

15. “Timed Explosion” | Work by Colenso BBDO agency for Deadline Couriers

In this creative advertising billboard, the postal brand Deadline Couriers, instead of a static and permanent advertisement, started to create a billboard that itself was part of the message and eventually, it would disappear. This billboard was designed with a countdown timer that symbolically exploded and destroyed itself after the specified time. An objective and shocking image of what the brand means in its name:
Fast delivery, before the deadline.
This style was not only in perfect harmony with the brand's personality, but also greatly aroused the curiosity and attention of passers-by. The billboard that changes is destroyed, and this destruction itself is part of the narrative; This means creating a unique experience using the visual identity of the brand that remains in the mind.

This billboard shows that successful advertising doesn't have to be static. Sometimes it is possible to change, reduce or even destroy parts of the message, and this creativity makes the advertisement stand out from others.

16. “Try it” | By Ogilvy Agency & Mather New York for Coca-Cola

In this creative campaign, Coca-Cola did not stop at displaying the brand image, but turned the billboard into a point to taste the true taste of the product. Part of the billboard structure was designed to allow the audience to drink directly from the actual sample; A clever combination of advertising and product experience in a public space.

This type of direct performance, in addition to attracting attention, creates a real and sensual relationship with the audience; A relationship that goes beyond seeing and enters the realm of experience. When the audience not only sees the brand, but also tastes it, the advertising message will be deeper and more lasting.

17. “Oreo Eclipse” | Advertising campaign for Oreo brand

During a major solar eclipse, Oreo seized the opportunity to enter the scene with a creative and timely idea. A billboard was designed with an Oreo cookie slowly passing in front of an image of the sun, simulating a solar eclipse; Simple, minimal and exactly related to the mood of the moment.

This ad not only attracted attention with a simple visual design, but because of its clever connection with a global event, it went viral on social networks and became one of the shining examples of real-time marketing.

18. “Life is sweeter with cake” | The work of JWT London agency for the brand Mr. Kipling

In this extraordinary campaign, Mr. Kipling went beyond traditional environmental advertising. They installed more than 13,000 real cupcakes on a giant billboard to bring the brand's slogan to life with real flavor. But what made this ad a masterpiece was the presence of a professional artist who decorated the cakes directly on the billboard.

This live performance not only had great visual appeal, but conveyed the brand's core message in a vivid, sensual and honest way: We make amazingly good cakes and we're so proud of that quality that we put it on display like this!

"Life is sweeter with cake" is an example that when the audience can see and touch a part of the production process, trust and interest are formed much deeper. The advertisement is not only seen; It is tasted and understood.

19. “TRUST IN YOUR HANDS” | Artwork by Y&R Chicago agency for Craftsman brand

In the "Trust In Your Hands" campaign, tools brand Craftsman showcased a vision that goes beyond traditional advertising. Instead of focusing only on the sign, the creative team decided to make the entire structure of the billboard part of the message. The result? A giant hand holding a billboard between its fingers; A precise implementation of the brand slogan: "Trust is in your hands."

In a world where most ads only use 30% of the available space, this idea artfully and boldly pushed the boundaries. From the foundation to the panel, every part of the structure served the narrative and led to the creation of a lasting image.

This campaign showed that if we look at environmental advertising with an open mind, we can use every centimeter of space to convey the message and multiply the effect of the advertisement.

20. "Clean Air" | Artwork by Lead Pencil Studio for US Government

In the Clean Air Project, there is no specific sign or image to promote; Rather, the lack of advertising is the main message. This structure is a metal frame in the shape of a billboard that has no printing surface; Only the lines of metal that hold the sky and air behind it in its frame.

This conscious removal of the image creates a symbolic power: this billboard does not sell anything, but allows you to see something that is often overlooked; A clean sky, clear air and a value that is invisible but vital.

"Clean Air" is one of the shining examples of creative and lateral thinking in advertising. When content is removed, silence speaks, and in this silence, a message stronger than any image or advertising slogan is formed.

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Final word; Let your creativity flow!

Creative advertising billboards are not just a big picture on the side of the street; They tell the brand story in the real world; In a space where the audience has no choice to see or not see. From an egg that opens at sunrise to a billboard that actually sheds tears, these ideas show how effective advertising can be vivid, impactful and memorable; Advertisements that generally fall under guerilla marketing .

In a world where minds are saturated with advertisements, the only way to be seen is to be different, and this difference, It comes from a heart full of creativity that makes the audience not just a viewer, but a part of the experience. If your brand is going to be engraved in minds, you must dare to go beyond the frames; sometimes even beyond the billboard frame.