At YESCO, we don’t just provide space; we provide the platform for brands to dominate the visual landscape. When a client brings a bold vision to us, our role is to ensure that their creativity translates into a high-impact reality.

In a recent campaign located just off I-15 in Utah County, Sunshine Buns launched a bold teaser campaign that did exactly what great advertising should do: spark creativity!

For two weeks, drivers passing by saw nothing but a massive, high-definition image of a perfectly iced cinnamon roll. No website and no “coming soon.” With nothing to read, passers-by could instantly process the message, making it ideal for a high-speed environment.

As the curiosity reached its peak, the creative shifted. The cinnamon roll remained, but it was joined by a cheeky, high-energy call to action:

“You’ve been staring at our buns for days . . . just go buy them!”

The transition from mystery to brand identity turned a simple advertisement into a community conversation. It rewarded the “staring” public for their attention and provided a clear, memorable brand name to associate with that craving they’d been nursing for two weeks.

Beyond the creative, the placement was the secret sauce. The YESCO board in Lindon sits just a few miles north of the Sunshine Buns storefront in Orem. By placing the ad near the store, the campaign moved beyond awareness; it acted as a directional trigger, catching hungry commuters right before they reached the exit for their next treat.

Billboard advertising works best when brands embrace clear visuals, concise messaging and smart placement. This campaign is a masterclass in how to build anticipation and drive customers straight from the fast lane to the storefront.