Billboards, particularly the classic 48-sheet posters, demanded strong ideas as their effectiveness relied on creativity and clarity, leaving little room for weak concepts.
Historically, good advertisements sparked conversations just like cultural phenomena such as sports or music, reflecting their significant impact on society and consumer thought.
The 48-sheet billboard offered brands a canvas to showcase their character and values, and used to be a fiercely contested creative endeavor among advertisers.
In contemporary advertising, the scarcity of noteworthy billboards has led to a decline in memorable marketing communications, underscoring a loss of the discipline.
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