A Swedish brand is claiming to have built "the world's most boring billboard" -- and what's more, it will stay up for 12 years running.
The idea, by agency Stendahls, promotes wood protection brand Sioo:x, which guarantees to protect and preserve the color of your outdoor wood, like that on decks and patios, for 12 years.
So to demonstrate it, the agency built a three-sided billboard entirely out of newly treated wood-- which according to this video, was taken directly from the deck of its own CEO--emblazoned with the message "This is the world's most boring billboard." It has also taken out a 12-year agreement with media owner Look Media for the billboard to stay up, and show just how well its product lasts.
The billboard is located in Malmo, a coastal city with a humid climate--so if you live there, remind us to revisit this project in 2030 to see how things turned out.