The key to good creative is narrowing your message down to one simple thing. If you can do that, and you have a good team, you'll get good creative. (Those are, by the way, pretty big "ifs".)
Here's an example of a campaign where they got it right: done for the Red Cross and running in San Francisco:
It doesn't have to say much of anything. A really powerful reminder of why you give to the Red Cross. It just takes something most people don't have: a narrow focus and a willingness to get outside and think...
Props again to Coolhunter for finding this.