It looks like a billboard that nearly burned down. But this unusual billboard for the United States Forest Service was only made to look that way.
On Friday, the Los Angeles office of Foote, Cone & Belding Communications Inc., which created the unusual billboard, picked up one of the advertising industry's top prizes--a Clio award for national outdoor advertising.
A total of 135 Clio awards were handed out in New York for radio, print and package design advertisements. Clios for television will be announced Monday.
Two other Los Angeles area firms were among the winners. Chuck Blore & Don Richman Inc., won an award for a health-care radio ad for St. Francis Regional Medical Center. And Bermudez & Associates Inc. won a Clio for a Mountain Bell spot produced in a new Clio category: Spanish-language radio advertising.