Sometimes you do something that tests you all the way through the creative process. I always feel that way about outdoor because it's so one-way, so hard to find a way that it is useful, not an imposition, a constructive and useful piece of communication clutter. So I was proud of the voice search billboard campaign we did with BBH London. Mainly because normal people kept saying they loved it, and lots of people copied it. And it worked. Full of win.