We wanted to truly demonstrate the unique intersection between a no-compromise vehicle and a desire for spontaneous adventure, by building New York’s first climbable billboard in the heart of Times Square.

Our campaign idea, “How Far Will You Take It”, encourages people to challenge boundaries and push their limits. We decided to do something that has never been done before – enable a rock climbing experience in the middle of an urban landscape.

Rising over 100 feet and spanning more than 1,100 square feet, this billboard confronted commuters with both a challenge and inspiration to seek new boundaries.

For three days, professional climbers scaled the wall up above the traffic of Times Square. The event culminated with a novice climber completing her first successful climb.

We wanted to create an experience, not just a billboard, which would inspire them to go out and try it themselves.

We transformed two billboards at 47th and 7th in Times Square into a custom fabricated 3D rock wall. The surface was covered with a realistic depiction of a cliff face and rose over 120 feet high and spanned more than 1,100 square feet.

We teamed with structural engineers and professional climbers, and according to their specifications, attached a series of 3D extrusions, protuberances and handholds to this large surface area, to create this interactive professional grade rock wall climb.

For three days the same professional climbers who had advised us, also scaled the board to generate interest. In addition we cast and trained a novice over four weeks, who also attempted the climb, and we shot a documentary of that process.

Nearly three-quarters of a million people viewed the climbers in the three days they scaled the wall in Times Square. With an Instagram influencer campaign, utilizing four of New York City’s top social influencers, we were able to create awareness and conversation with 4-million impressions.

The event was well received in press outlets as well, earning nearly 8 million impressions (among numerous others), an Adweek article, and in a recent interview with Automotive News, Jack Hollis, Toyota’s GVP of Marketing, noted that even his expectations were exceeded in the scale and execution of the billboard.