People Climb Saatchi and Toyota's Insane Rock Wall in Times Square

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.

Last Wednesday, the automaker tapped novice climber Christina Fate, who serves as a rally car navigator for Team Toyota, to make the 120-foot vertical climb. The 6,000-pound wall took pro-climbers 10-15 minutes to vanquish; Fate did it in roughly 25 minutes.

Check out the video above, in which Adweek caught up with Fate, as well as Saatchi’s Erich Funke and Toyota’s Jack Hollis, to see what rock climbing has to do with Toyota, and why the brand would want to put on an activation of this scale.

To watch the video click here