Last week, Toyota joined the list of major brands shaking up out-of-home advertising with a ten story scalable rock wall erected right in the middle of Times Square.

The ad execution — a climbing wall on a billboard — was created by Saatchi & Saatchi in Los Angeles. It’s not only the first of its kind in Times Square, but also the tallest outdoor climbing wall ever built in New York City. Toyota created the billboard to promote the all new Toyota RAV4 Hybrid SUV, which will be introduced at the 2016 New York International Auto Show.

The billboard idea is an extension of the current RAV4 Hybrid “How Far Will You Take It” campaign, whose basis is that people interested in this type of vehicle are also the type of people who seek out new and adventurous experiences.

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 — which has 100 handholds — took pro-climbers 10-15 minutes to vanquish; Fate did it in roughly 25 minutes.

Source: Adweek