Years ago I was involved in an outdoor campaign for Pretty Polly. It was conceived by "the master" Trevor Beattie and was beautifully simple. We turned 96-sheet billboards on their sides to illustrate how long and lovely your legs would look in the tights.
We customised about 100 sites. It was a nightmare: the engineering issues involved in supporting a 40ft structure, planning permissions, and health-and-safety regulations took us to places we had never been before.
It was a huge success, leveraging massive PR. For the first time, I started to look at the outdoor medium as a blank out-of-home canvas and realised the possibilities are endless.
As a result, we started our Hyperspace division, which specialises in creative out-of-home executions.