Not everyone looks forward to their birthday (especially when phrases like "Pushing 40" and "Reaching 50" are the norm) – but brands sure do. They have cause for celebration as their companies have withstood the challenges of the marketplace over many decades, and have a legacy to show for it. It's honorable to evolve into a respected brand that resonates with local communities and global citizens alike. So when that milestone hits,  cultural phenomena like The Phantom of the Opera, shout it out like a two-and-a-half-year-old does when they turn three!

Happy New Year! We're kicking it off with a roundup of a few campaigns that have been turning heads and boosting social media feeds as brands dive right into 2018. From pigskin to egg-and-cheese sandwiches to "feeding your wild side," one January theme is evident: Cold weather makes people hungry! We're a bit biased because 3D billboards with food ALWAYS get our stomachs growling, but let's see what you think.

While commuters sit in traffic, brainstorming a gift that will wow family and not be stashed to the side "return pile," out-of-home ads deliver. They deliver ideas, they deliver entertainment and they drive to retail.

Membership in health clubs has steadily grown for over a decade, swelling to over 57 million in 2016, according to the International Health, Racquet and Sportsclub Association (IHRSA). And there doesn’t appear to be an end in sight, but as membership numbers have grown, so has the competitive landscape. In the U.S., the number of clubs has grown from just under 27,000 in 2005 to nearly 37,000 in 2016, with no national chain taking a clear lead. In fact, the world of fitness clubs remains a decidedly local business. So how can smaller fitness club owners, faced with limited marketing dollars, get more from their marketing spend to drive new memberships?

While many are in a frenzy to get their work done and head to the airport, others have  the day after Thanksgiving circled boldly on their calendars. Black Friday! For those who don't want to leave the comfort of their couch the day after they feast, there's Small Business Saturday, followed by Cyber Monday just a few days later.

In a society that feels "instant gratification takes too long," digital messaging mirrors that urgency, providing relevant creative that updates in real-time. Flexibility is one of the clear advantages of integrating digital out-of-home (DOOH) billboards into media plans.

We are a nation that lies across multiple time zones with wildly varying weather patterns. As the East Coast braced for hurricane season, the West prepared for wildfire season. California remains on guard for the 'Big One,' and states in the Great Plains keep their storm shelters well stocked for when the tornado siren blares.

In a world of advertising clutter, brands are continually challenged to break through a myriad of messages to engage consumers. The power of outdoor advertising not only lies in its size (it’s kind of hard to miss a 14x48 foot billboard), but in its ability to extend beyond the box – quite literally with embellishments. Outdoor can’t be skipped, fast-forwarded or blocked and when you add a little something unexpected to the canvas, it’s a natural human response to do a double take. We feel compelled to translate the optical illusion.

With fall's arrival comes the nice warm, fuzzy stuff – apple-picking, pumpkin patches, winery tours and family football Sundays. AND the scarier stuff – creepy clowns, plunging temperatures and the relentless, nagging thoughts, "What should I be for Halloween?!", "How do I outshine my neighbor with 3D ghost projections?", "Is there a clown living in my sewer?"

On any NFL game day (Sunday, Monday or Thursday), you'll find football fanatics engaged in debate, touting off stats -- yards, catches and conversions, building fences with their hands and smearing war paint on each other's faces. Brands have smartly aligned their messaging with the passion and the hunger (literal stomach-growling hunger) of today's football fan. For when there's love for the game, there is also love for the gear, the sponsors, the field, the feuds and the food. The only thing fans don't like - waiting until the next game.