If you’re driving through Boise, Idaho, keep an eye out for a clever (and controversial) piece of roadside marketing. You’ll have to be quick about it, though, because the sign’s coming down.
Woodland Empire Ale Craft erected a billboard on its roof that looks exactly like those green highway roadsides, complete with the familiar Highway Gothic font, pointing to “Craft Beer Right Here.”
The Idaho Transportation Department wasn’t amused.
"We've been asked by the Idaho Transportation Department to remove the sign because it interferes with the effectiveness of nearby traffic signs and potentially creates a highway safety issue," Dusty Schmidt, a partner in the brewery, told Adrants
. "They said it was a danger to our public highway."
Woodland had permission from the city to erect the sign, which according to a press release
, was created by Boise-based brand marketing firm Oliver Russell
. However, state officials took notice because of the billboard’s close proximity to a state highway.
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The article states that 37,000 people pass by the sign each day.