Ah Pikasso. "Jaune et Partout". Yellow and everywhere. 1986. In a Lebanon still reeling in war. Then these came out of nowhere. Yellow billboards. As their selling line went "yellow and everywhere". Truth be told a lot of people never went to "the other side" (be it Eastern/Western Beirut, depending where you were). But again, there it was, once more. Unmissable, organized, striking, those of us in the business would later learn that it was all orchestrated by Antonio Vincenti. As time went on, Pikasso would expand not just in Lebanon but internationally as well. Think Jordan, Armenia, Algeria, Tunisia, Morocco, Ivory Coast, Mali, Senegal, and Italy. Whether Pikasso d'Or - the yearly award they initiated - was truly up to the hype is a different question altogether. But the power of their yellow has been dominant for 40 years. Here's to 40 more.