“Less is more” was never more true than in digital advertising. I think the key is being unobtrusive, and not complicating matters needlessly.
A web compaign suitable for most NGO’s that concern themselves with peace, democracy, and humanitarian aid in third world countries and the like.
Would also work well for a web portal or a newspaper that feature such subjects.
The idea is that the ads should be simple, to the point, positive, and make people curious. The thing about them being positive is especially important to counter balance all the disturbing and emotionally manipulative images that we face every day.