These days a simple image of a great billboard won't do, nope, one must make a case study about a billboard before one releases the billboard to the ad-loving crowd like us. This is why you saw this tweet:

Y&R New Zealand make a weather report billboard. Ha ha., funny guys. twitter.com/adland/status/…

— Adland (@adland) March 30, 2013

back in march, showing the billboard and thumbs up to Y&R, but you had to wait until now to see the billboard in the advertising archive here. Makes sense, except it doesn't. It simply means this billboard is going to the awards. Woo! You'd think that award juries would rather see the photo of the billboard too though, I mean this isn't exactly a difficult concept to grasp. It's not like it had a music rebus seen through the open poster or ice-hockey action, you know?