Rate This Board by Greg Callaham

Rate This Board allows a billboard designer to rate a random piece of billboard artwork using the following scale: 1 (not good), 2 (below average), 3 (average), 4 (very good), 5 (great). Then the designer talks about what they may have done differently for outdoor advertising. This weeks rating is provided by Greg Callaham www.gregcallaham.com) who has 30 years of experience in outdoor advertising design.  Insider has used and endorses Callaham’s services.

Caribou Coffee

Rating: 2 (below average)

  • This is a terrific magazine ad but a poor billboard ad. Thank goodness the advertiser had the budget for a 3-D extension or it might have been an ad for boots.
  • The product in the photo is too small while the font choice and size work poorly for outdoor.
  • Members of the target audience who might already be familiar with Caribou coffee, probably thought, “Hey, there’s a Caribou cup next to that picture of something!”
  • Kudos for the 3-D cup.

Paid Ad

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