The first of these billboards featured what I took to be a mildly bad translation of a familiar idiom, "Better sparrow in hand than pidgeon on branch." I figured this was some sort of ad for cell phones. I have no idea why. Maybe the bright colors? Maybe the idea of having something in your hand? But when I saw the latest billboard, I was stumped.
Brain rules force timber push.
Huh? I can't even begin to think of an American equivalent. Suggestions are welcome.
In my thrill to share this with you I noticed the URL in the upper right-hand corner of the billboard and went to check it out. As far as I can tell, O3one is an advertising company. However, these particular billboards don't advertise anything at all. In fact, they have been awarded, by the Serbian Association of Propagandists, "Golden Recognition for an unprofitable outdoor campaign." Yes, unprofitable.
According to O3one:
"O3one billboards have the mission to make our town prettier, to cherish humor, to make you smile, but most of all to motivate the observers to think back on our national wisdoms and to find an easier solution to many riddles by looking at them from a different prospective." (http://www.o3.co.yu/eng/?p=406)
So, if I understand correctly, these aren't necessarily simple sayings. These are more like Zen koans. Local citizenry are encouraged to stretch their minds and mentally explore the possibilities. Think outside the box, if you will. Then again, maybe not. Here are a few more examples I got from their web site (http://www.o3.co.yu/srp/?page_id=518)
- In lie are short legs
- Who digs hole to another falls in it alone
- Hard to force a frog in water
- What on mind that on road
Riddles you say? I'm sticking with my original thought: "Say what?"