We're three months into 2016, and it might be the year advertisers redefined the billboard.

We've already seen obnoxious, stupid yet fun billboards that play with the form in delightful ways. And last week, Toyota joined the list of major brands shaking up out-of-home with a scalable rock wall it erected right in the middle of Times Square.

The execution—a climbing wall on a billboard—created by Saatchi & Saatchi in Los Angeles, is not only the first of its kind in Times Square but also the tallest outdoor climbing wall ever built in New York City.

Last Wednesday, 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 took pro-climbers 10-15 minutes to vanquish; Fate did it in roughly 25 minutes.

Check out the video above, in which Adweek caught up with Fate, as well as Saatchi's Erich Funke and Toyota's Jack Hollis, to see what rock climbing has to do with Toyota, and why the brand would want to put on an activation of this scale.

CREDITS

Client: Toyota Motor Sales USA

Project: RAV4 Times Square Live-Climb Event

Agency: Saatchi & Saatchi, Los Angeles

Chief Creative Officer: Jason Schragger

Executive Creative Director: Fabio Costa

Creative Director: Erich Funke

Associate Creative Director, Art Director: Vidur Raswant

Executive Director, Integrated Production: Lalita Koehler

Director of Content: Sara Seibert

Experiential Executive Producer: Blake Wassenaar

Content Executive Producer: Richard Bendetti

Senior Art Producer: Skye Houghton

Senior Producer: Rachel Dallas-Noble

Director of Business Affairs: Keli Christy

Business Affairs Manager: K.K. Davis

Senior Project Manager: Nick Zappas

Group Account Director: Drew Corpman

Account Management Supervisor: Chris Crockett

Account Executive: Celia Nissen

Assistant Account Executive: Valerie Purdy

Social Media Engagement Manager: Allie Burrow

Director of Public Relations: Mike Cooperman

Associate Communications Director, Social: Karen Ram

Associate Media Director: Kim Serge

Media Strategist: Talia Didomenica

Senior Strategic Planner: April Ta

Social Strategy: Ashton Dunn

Executive Communications Director, Product Information Supervisor: Joe Rigonan

Client:

Group Vice President, Toyota Marketing: Jack Hollis

Vice President, Vehicle Marketing, Communications: Cooper Erickson

Corporate Manager, Vehicle Marketing, Communications: Thomas Crahan

National Manager, Van, Crossover Utility Vehicles: Kibo Kitahama

Manager, RAV4 Hybrid: Alex Du

Planners, RAV4 Hybrid: Kay Sanchez, Jayme Lawson, Ash Hack

Production Company: Process Creative

Producer: Marshall McLaughlin

Directors: Tom Aiello, Daniel Chesnut

Editing Company: Process Creative

Producer: Marshall McLaughlin

Editor: Josh Hamilton