White Cane Web Blackout shows banner ads can be creative
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 blind people experience in a crowded public place. The synchronised blackout campaign drove users to the NGO’s site, where they could make their donation.