We know it's totally trite to use Apple as an example of RADvertising, but they really nailed it with this campaign. Here's 3 reasons why:
1. The Simplicity - One beautiful, bold image, brought to life through outdoor advertising, with the simple tagline "Shot on iPhone 6"
2. They're Aspirational - You see the photos and think: Wow, that was shot on a phone camera. I WANT to do that... I COULD do that. We all have an inner-photographer waiting to become the next Annie Leibovitz (pre-financial troubles).
3. Variations = Engagement: Instead of the usual 2-3 variations of an ad (or none!), there are 77 different photos used from iPhone photographers around the world - so you'll rarely see the same ad twice. At The Insights Grill we often talk about the Internet being an endless stream of new content... this campaign almost simulates constant newness in the form of an ad.