Each winning billboard design offered an exciting way of solving an old problem.

Each out of home execution provided imaginative ways of inspiring clients and consumers alike.

Each winner broke the rectangle and all expectations for what a billboard “should” look like.

Here’s why we think they won. And why we think everyone in billboard design and the out of home industry, as a whole, ought to take notice and push harder.

Because nothing says “go to my competitors,” like imitation advertising. Like sameness. If you’re better, than f#cking say it! And say it loud enough to knock the big chains and parallel competitors off their footing.

Without ticket sales, sports teams and sporting events would disappear. But like any other product, teams and events need to build awareness and interest before anyone will buy tickets.

It’s all about excitement. If people aren’t excited, they’re not buying tickets. Bringing the sport to life on out of home ads can do just that.

Here are five of our past billboards that fueled fanatical frenzy.

You might be familiar with extensions (when parts of the billboard jut out beyond the billboard space). Or not, if you needed that parenthese-d bit.

To the uninitiated that’s about as deep as billboard embellishments go. And that’s cool. No judgement, and certainly—no shame.

That’s why we’re here.