This ad design works because it gets your attention. Normal stairs in public areas are usually mundane and people walk on them all the time. When this ad is there it can grab their attention. The ad itself is also interesting and holds their attention. The picture of the mountain leads people to be curious as to why it is there and then at the bottom is the line, "for some it's mount everest", asking the question, what then, is it for everyone else? Then the line right after explains that and the ad is over. It is not overly complicated and it's innovative design communicates the message quickly and sufficiently.
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