The banner ad strikes back

Banners don’t have to suck. A good example of how creativity can thrive within constraints comes from Serbia. In order to raise awareness about the local NGO dedicated to providing guide dogs for the blind, the creative team at McCann Belgrade used a full-page takeover banners to blackout all the content on the country’s major Internet portals. The only thing users saw was a disorienting mesh of sounds, not unlike what the blind people experience in a crowded public place. The synchronized blackout campaign drove users to the NGO’s site, where they could make their donation.