Sky/WI knitted billboard -

For the info on the original website:

A huge drive to recruit 250,000 new members by the WI centenary in 2015, and the world’s first giant knitted billboard were also unveiled yesterday.

The billboard, which took 250 hours to knit by four members, circled the Arena. It was advertising a competition to find a WI member to present a “how to” television show and become Sky’s W-Icon.