Boring company makes "the world's most boring billboard" and promises to keep it up for 12 years

Sioo:x Wood Protection is a boring company. That doesn't mean its products aren't important. It's just hard to jump up and down with glee over wood protection. Nevertheless, the "world's most boring billboard" that Sioo:x installed in Malm, Sweden is pretty cool. It's a triple sided outdoor display made of wood that's been treated with preservative. The billboard will remain outdoors for 12 years as a way to demonstrate the effectiveness of Sioo:x's treatment against long term exposure to the harsh environmental insults handed out by Sweden's unforgiving weather.