10 cool out-of-home ideas

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1 Jeep

BBDO, New York and Detroit

This slightly creepy effort is part of the "New Species from Jeep" campaign, in which surfboard-laden Jeeps are meant to resemble insects. This Chicago billboard might put folks in mind of termites.

2 PG&E

Venables, Bell & Partners, San Francisco

In an effort to make San Francisco the greenest city, PG&E placed couches made of sod around the city. Mayor Gavin Newsom was even spotted sitting in one.

3 Pedigree

TBWA/Chiat/Day, Playa del Ray, Calif.

We only have one thing to say about this Best-of-Show winner from the 2006 Obie Awards: Awwwwwwwwwwwww.

4 Max Factor

Leo Burnett, Chicago

On good days, the woman's mascara stays in place. When it rains, the non-Max Factor mascara runs.

5 Air New Zealand

BBDO West, San Francisco

Looking to promote New Zealand without using hobbits, Air New Zealand and BBDO West dreamed up a bus wrap that puts commuters in a white-water raft.

6 Court TV

Amalgamated, New York

Over the streets of Manhattan appeared a billboard-size Dear John letter from an angry woman named Emily. Viral-immune New Yorkers figured out it was a promo for "Parco P.I." within three days.

7 Milk processors board

Goodby, Silverstein & Partners, San Francisco

As part of the "Got Milk?" campaign, cookie-scented strips were placed in San Francisco bus shelters. Activists complained and the strips were taken down.

8 Timberland

Arnold Worldwide, Boston

Timberland took a different approach to graffiti marketing. Instead of tagging brick walls, the company posted billboards made of boot leather in New York and let local artists leave their marks.

9 Mini

Crispin Porter & Bogusky, Miami

Obviously, we're fans of cars in odd places. This one featured a real Mini on a billboard slot track. The agency told the Obie board that the creative team knew it would be approved because Alex Bogusky likes slot cars.

10 Bloom

Boone/Oakley, Charlotte, N.C.

Not quite the car-on-the-billboard gag, but a billboard for Bloom's jumbo muffins was a good opportunity to crush a car below the billboard with a giant muffin and provide a good sight gag.
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