How Cleveland Reacted to a Series of Strange Billboards, and What It Says About Outdoor Ads

Twist Creative's summer experiment

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While outdoor advertising is often phenomenal, it’s frequently a blight on the landscape and hasn’t earned its right to block out nature or the cityscapes it obscures. In Cleveland, though, some out-of-home ads have popped up this summer that are undeniably intriguing. In fact, they’re meant to start a conversation partly about the medium itself.

The billboards feature single words or phrases that you might find on a grocery list—orange juice, butter, paper towels, etc.—set against scenic natural backgrounds like mountains, deserts and forests. There

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