Have to admit that this is a pretty smart, a possibly a very effectively cost efficient, billboard advertising. Again, from our counterparts in DRAFTFCB New Zealand; who in my humble opinion churns out extremely good outdoor work year after year.
(DRAFTFCB New Zealand was also responsible for the really creative WEEDS outdoor campaign done some years back. I’ll try to dig up some videos of the work and post it here soon.)
While in itself the idea isn’t new, and we’ve probably seen it a similar one before in the form of movie theatre mastheads, it’s the execution that makes it different and new. Enjoy.