I found this really witty poster in the London tube.
People who argue that media itself is engaging or not engaging fail to see the importance of the creative product in the process.
A great creative will make anything engaging; a lousy creative will just fail miserably.
These are, arguably, the least engaging media of them all. You just stand there, smelling stale air, burned brakes and humanity while waiting for the train to come. Creative is what brought this poster to life.
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