This came up on a whim while working on another project.
I was thinking of OOH transit shelters and how they're backlit. Then I realized they looked a lot like X-Ray boards that you see at a doctor's office. Then I thought about how that could be used for something interesting and out came a campaign for Etnies Skateboard apparel.
This campaign would try and get the original X-Rays of famous skateboarders who went to the hospital with broken or sprained bones. For instance, the person below - with this severly broken left arm - should be Tony Hawk.
Or Bam Margera.