Insight: Nobody really knows what people carry in their fanny packs, a secret known only to those confident enough to wear one.
Idea: Own the quirky, weird, and ironically cool status of the fanny pack, by keeping everyone guessing what will come out next.
Every month something different comes out of the fanny pack billboard and no one knows what it will be. It could be a giant octopus, a midget swat team or even a fire-breathing gerbil. You just never know what will emerge.