Out of Home - Out of Mind

Why is outdoor such a let down in advertising?

I see work that at best just reminds you that a brand exists - and I've heard many say that this is the role of OOH.

Does that seem right? We know that people like to play and yet this medium sits as 1 dimensional wallpaper.

I took this picture of the Levi's poster this morning because this feels to me like mirroring a consumer observation.

Surely we should leap from observations to something that triggers consumer thinking or at least aspirations.

Interactive shouldn't just live in digital.