Experts in out of home say a billboard shouldn’t contain more than 6 words. And while rules are made to be broken, we can at least all agree that a billboard should DEFINITELY not have 522.5 words. (see entry: Long Copy Billboard 1)

Except ours did – and it worked really well. However we needed this second billboard to finish our message.

Like many great media case histories, the Long Copy Billboard defied all logic and best practices. It was difficult to read, frustrating to follow, and buried an inconveniently–located special offer in the middle of rambling copy.

For a brand trying to raise brand awareness on an exceptionally–small budget, it was a perfect approach.