The Billboard Creative partners with a company that rents unsold outdoor ad space. We select boards from their inventory to stage month-long outdoor art shows on the rented billboards. [...] Billboard rentals are funded by submission fees.
I don't understand how "a company that rents unsold outdoor ad space" differs from "a billboard company", given that until they are sold, all billboards are un-sold. They couldn't just say, "we rent billboards"?
I really like the idea of this, but I think a lot of their design choices are crap. When your layout has the name of the artist taking up the same amount of space or more than the art itself, your priorities are showing.