Just when you think traditional advertising is past its prime and nothing can be fresh unless it’s got “2.0” behind its name, someone comes along to remind us that it’s all about the idea, not the medium. Take outdoor advertising, for instance. It’s not all billboards and bus cards. In fact, sometimes it’s something you’ve never seen before. Like an abandoned monorail truss. To most Jakarta motorists driving by one of these ubiquitous urban leftovers, they’re simply an eyesore. But to the creative minds at the ad agency Y&R Jakarta, they were an opportunity—an opportunity to spread an important message for an important cause, in service to the agency’s client Friends of the National Parks Foundation in Indonesia. The picture up top shows the trusses as they usually appear. After the jump, one of the trusses transformed with signage and imagination.