For this ad the Client is Petzl who specialize in work gear, climbing gear and are most famous for their line of LED headlamps. The purpose of this ad is to promote Petzl’s active LED headlamp, and to drive traffic to the client’s website. This ad would be up in bus shelters around a big city like Denver where there’s a lot of foot traffic and athletic people. What draws the audience in is the use of type “Embrace the Leap”, with close proximity of the image of the runner using the headlamp. The font used is a blocky sans serif typeface that is bold in character. The colors are true to the brand and really catch the audience attention, with strong contrast of yellow and blue.