I may be biased because my career path is graphic design and advertising, but the campaigns that I really appreciate at the ones that create interaction between the audience and the advertisement itself. For example, the below advertisement is for 3M Security Glass and I can appreciate that it invokes thought and action for the audience. This advertisement also benefits from its creativity because the audience is likely to communicate the message to others based on the fact that is stands out to everyone.
Advertisements that create a strong emotional connection to the audience are also effective, and I noticed that a lot of other posts on this chain have shown some very striking presentations, including the pedestrians with the tire marks on their faces, very moving.
There is a website called Quora that has a lot of advertisements and graphic design conversations that show some very creative billboards and signs that I think are especially appealing.
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