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We're three months into 2016, and it might be the year advertisers redefined the billboard.
We've already seen obnoxious, stupid yet fun billboards that play with the form in delightful ways. And last week, Toyota joined the list of major brands shaking up out-of-home with a scalable rock wall it erected right in the middle of Times Square.
The execution—a climbing wall on a billboard—created by Saatchi & Saatchi in Los Angeles, is not only the first of its kind in Times Square but also the tallest outdoor climbing wall ever built in New York City.
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