• by Larissa Faw , March 25, 2016

Toyota and its ad agency Saatchi LA put on a show for tourists and New Yorkers who happened to be walking in Times Square earlier this week.

The automaker and its agency created a towering (nearly 100-foot high) climbing wall/billboard to showcase the brand’s RAV4 Hybrid and its “passion for adventure” positioning.

The stunt featured four climbers (one amateur and three professionals) who scaled a 10-story RAV4 billboard on a building at 47th St. and 7th Ave. The OOH installation took 8 days to create and 10 to 15 minutes for the climbers to scale it. They did it several times between March 22 and 24.

A film featuring the amateur climber, Christina Fate, preparing for the event and then climbing the structure was shot and is now displayed on various digital channels and promoted on Toyota’s social media channels.

The execution was part of a broader Toyota campaign that stars X-Men actor James Marsden.