Break the rules

I saw this ad in the back of a cab.

What struck me is that according to the rule book, you can’t get much worse creative. Difficult typeface to read. All upper case. Upside down!

But it works.

It reminded me that consideration of target audience comes above everything else.

Five minutes in a taxi is plenty of time to gaze, work it out, absorb the message.

Genius.

Next time you’re developing creative, sit back for a moment and think about which rules you could break.