1. Amazon turns billboards into page-turners.

Amazon Books just launched a campaign that turns the simple act of reading into an interactive spark of joy, and their OOH execution is where the magic really happens. Instead of static book covers or generic "read more books" messaging, they've created genre-specific illustrations that come alive with motion and sound on commutes and bus stops: romance novels that flutter with passion, horror books that genuinely make you jump, sci-fi worlds that pulse with otherworldly energy. The concept is simple and beautiful: books are frozen worlds waiting for readers to animate them.

While Netflix and TikTok serve up pre-made entertainment, books require active imagination. You're not just consuming a story, you're building it in your head with every page turn. The TV spot dramatizes this beautifully, showing frozen literary worlds that spring to life the moment someone opens a book, but the OOH work makes it tangible for people rushing through their daily routines. In a world where everything is designed to be passively consumed, this campaign celebrates the simple act of using your own brain to paint the pictures.

2. Shaq broke basketball, then made it beautiful.

Some athletes change the game through strategy or skill; Shaquille O'Neal changed it by physically destroying the equipment. During his rookie season, Shaq's dunks were so powerful they didn't just shatter backboards. They collapsed entire hydraulic systems, folded up rims, and once nearly decapitated him with a falling shot clock. The NBA had to completely redesign their hoops to withstand what officials called "Shaq-proofing," because when you're 7'1" and 325 pounds of pure force, regular basketball infrastructure becomes a safety hazard.

Instead of letting those broken rims disappear into storage, Shaq commissioned Cuban artist Alexandre Arrechea to turn them into the Broken Rim Tree: A sculpture that transforms destruction into something almost poetic. The piece features a tree-like structure with Shaq's destroyed basketball rims as branches, surrounded by basketballs like fallen fruit. It's the perfect metaphor for athletic dominance: when you're powerful enough to literally break the rules of physics, why not celebrate it?

3. The artist we watched every day, whose work we never saw.

For years, one of the internet's most enduring mysteries has been: where the hell are all the Bob Ross paintings? We spent decades watching this man create over 1,000 landscapes on television, mesmerized by his soothing voice and "happy little trees," but somehow never thought to ask what happened to all that art afterward. Turns out Bob Ross painted three versions of each piece: one for reference, one during the show's 26-minute taping, and one for instructional books. Yet despite this massive output, authentic originals almost never surface publicly.

The irony is kinda beautiful: we fell so in love with Ross as a teacher and therapeutic presence that we forgot he was actually creating tangible art objects. While we were absorbing his zen-like painting philosophy and ASMR-before-ASMR commentary, thousands of finished landscapes were quietly accumulating somewhere. It's a great example of how we can be so focused on the process, that we lose sight of the actual product. Ross created a television empire around teaching people to paint, but ironically, his own finished works became some of the art world's most elusive treasures.