FORTY-EIGHT BOARDS.
ONE LOCATION.

Same lockup every time — BILLY LOVES WILLIE, the site, and one line that changes. The game is that the line only exists for a day. Miss it and it is gone. The eight lead-up boards run with no sponsor line; all forty countdown boards carry the sponsors along the bottom.

THE STANDING BOARD · RUNS ALL MONTH

One board never changes. While the forty daily lines count down beside it, this one holds the date the whole thing lands on — December 11, The Orange Peel.

NOV 1 → DEC 11 · CONTINUOUS

Finale board — final art

THE LEAD-UP · SEPTEMBER → HALLOWEEN

SEP 1 – 14

Board one — the mystery, live board, Canton NC — final art

BILLY

LOVES

WILLIE

WHAT DO YOU BELIEVE?

STARTWITHILOVEYOU.COM

SEP 15 – 21

The question

BILLY

LOVES

WILLIE

DOES THAT BOTHER YOU?

STARTWITHILOVEYOU.COM

SEP 22 – 30

The second question

BILLY

LOVES

WILLIE

40 DAYS. 40 NIGHTS.

STARTWITHILOVEYOU.COM

OCT 1 – 8

The biblical reveal

BILLY

LOVES

WILLIE

IN BILLY GRAHAM COUNTRY.

STARTWITHILOVEYOU.COM

OCT 9 – 15

The town

BILLY

LOVES

WILLIE

THE FINAL COUNTDOWN STARTS HALLOWEEN

STARTWITHILOVEYOU.COM

OCT 16 – 23

The invitation

BILLY

LOVES

WILLIE

LEGAL TODAY. GONE IN 40 DAYS?

STARTWITHILOVEYOU.COM

OCT 24 – 30

The warning

BILLY

LOVES

WILLIE

TONIGHT THE CLOCK STARTS. ASHEVILLE, NC

STARTWITHILOVEYOU.COM

HALLOWEEN NIGHT

Ignition

THE FORTY · NOVEMBER 1 → DECEMBER 11

Day count runs down, the line changes with it, sponsor strip stays. Forty scheduled swaps, locked with the board company up front, proof-of-play on every one.

DAY 40

Presented by Spiritual Plants &

BILLY

LOVES

WILLIE

THE RULES ARE CHANGING. WHAT NEXT?

STARTWITHILOVEYOU.COM

Day 40 · swap 1 of 40

DAY 39

Presented by Spiritual Plants &

BILLY

LOVES

WILLIE

AMERICA LEGALIZED IT. FARMERS PLANTED IT.

STARTWITHILOVEYOU.COM

Day 39 · swap 2 of 40

DAY 38

Presented by Spiritual Plants &

BILLY

LOVES

WILLIE

NOBODY'S PRODUCT GOT MORE DANGEROUS.

STARTWITHILOVEYOU.COM

Day 38 · swap 3 of 40

DAY 37

Presented by Spiritual Plants &

BILLY

LOVES

WILLIE

THE DEFINITION MOVED. THAT'S ALL.

STARTWITHILOVEYOU.COM

Day 37 · swap 4 of 40

DAY 36

Presented by Spiritual Plants &

BILLY

LOVES

WILLIE

HEMP AND MARIJUANA ARE THE SAME PLANT.

STARTWITHILOVEYOU.COM

Day 36 · swap 5 of 40

DAY 35

Presented by Spiritual Plants &

BILLY

LOVES

WILLIE

THE ONLY DIFFERENCE IS ONE NUMBER.

STARTWITHILOVEYOU.COM

Day 35 · swap 6 of 40

DAY 34

Presented by Spiritual Plants &

BILLY

LOVES

WILLIE

0.3 PERCENT BUILT AN INDUSTRY.

STARTWITHILOVEYOU.COM

Day 34 · swap 7 of 40

DAY 33

Presented by Spiritual Plants &

BILLY

LOVES

WILLIE

IT WASN'T A COURT. IT WAS A SPENDING BILL.

STARTWITHILOVEYOU.COM

Day 33 · swap 8 of 40

DAY 32

Presented by Spiritual Plants &

BILLY

LOVES

WILLIE

WHO WROTE THE LINE THAT CHANGED IT?

STARTWITHILOVEYOU.COM

Day 32 · swap 9 of 40

DAY 31

Presented by Spiritual Plants &

BILLY

LOVES

WILLIE

ASK YOUR CONGRESSMAN. HE'LL REMEMBER.

STARTWITHILOVEYOU.COM

Day 31 · swap 10 of 40

DAY 30

Presented by Spiritual Plants &

BILLY

LOVES

WILLIE

WHAT DO YOU BELIEVE?

STARTWITHILOVEYOU.COM

Day 30 · swap 11 of 40

DAY 29

Presented by Spiritual Plants &

BILLY

LOVES

WILLIE

STILL BOTHERED? GOOD. KEEP READING.

STARTWITHILOVEYOU.COM

Day 29 · swap 12 of 40

DAY 28

Presented by Spiritual Plants &

BILLY

LOVES

WILLIE

WE'RE NOT PROTESTING ANYBODY.

STARTWITHILOVEYOU.COM

Day 28 · swap 13 of 40

DAY 27

Presented by Spiritual Plants &

BILLY

LOVES

WILLIE

START WITH I LOVE YOU. THEN ARGUE.

STARTWITHILOVEYOU.COM

Day 27 · swap 14 of 40

DAY 26

Presented by Spiritual Plants &

BILLY

LOVES

WILLIE

HOLD A BELIEF. HOLD THE DOOR.

STARTWITHILOVEYOU.COM

Day 26 · swap 15 of 40

DAY 25

Presented by Spiritual Plants &

BILLY

LOVES

WILLIE

SOMEBODY YOU LOVE USES THIS TO SLEEP.

STARTWITHILOVEYOU.COM

Day 25 · swap 16 of 40

DAY 24

Presented by Spiritual Plants &

BILLY

LOVES

WILLIE

A FARMER HERE IS ABOUT TO LOSE IT ALL.

STARTWITHILOVEYOU.COM

Day 24 · swap 17 of 40

DAY 23

Presented by Spiritual Plants &

BILLY

LOVES

WILLIE

SHE FOLLOWED EVERY RULE THEY GAVE HER.

STARTWITHILOVEYOU.COM

Day 23 · swap 18 of 40

DAY 22

Presented by Spiritual Plants &

BILLY

LOVES

WILLIE

FIRST WOMAN IN NC TO GROW IT LEGALLY.

STARTWITHILOVEYOU.COM

Day 22 · swap 19 of 40

DAY 21

Presented by Spiritual Plants &

BILLY

LOVES

WILLIE

TWENTY DAYS LEFT TO ASK A QUESTION.

STARTWITHILOVEYOU.COM

Day 21 · swap 20 of 40

DAY 20

Presented by Spiritual Plants &

BILLY

LOVES

WILLIE

HALFWAY. THE LAW HASN'T CHANGED YET.

STARTWITHILOVEYOU.COM

Day 20 · swap 21 of 40

DAY 19

Presented by Spiritual Plants &

BILLY

LOVES

WILLIE

FORTY DAYS IS A BIBLICAL UNIT OF TIME.

STARTWITHILOVEYOU.COM

Day 19 · swap 22 of 40

DAY 18

Presented by Spiritual Plants &

BILLY

LOVES

WILLIE

WE PICKED IT ON PURPOSE.

STARTWITHILOVEYOU.COM

Day 18 · swap 23 of 40

DAY 17

Presented by Spiritual Plants &

BILLY

LOVES

WILLIE

BILLY FILLED ROOMS WITH PEOPLE WHO DISAGREED.

STARTWITHILOVEYOU.COM

Day 17 · swap 24 of 40

DAY 16

Presented by Spiritual Plants &

BILLY

LOVES

WILLIE

WILLIE WROTE GOSPEL RECORDS. BOTH ARE TRUE.

STARTWITHILOVEYOU.COM

Day 16 · swap 25 of 40

DAY 15

Presented by Spiritual Plants &

BILLY

LOVES

WILLIE

PLANTS ARE IN EVERY FAITH'S RITUAL.

STARTWITHILOVEYOU.COM

Day 15 · swap 26 of 40

DAY 14

Presented by Spiritual Plants &

BILLY

LOVES

WILLIE

THAT'S NOT AN ARGUMENT. IT'S HISTORY.

STARTWITHILOVEYOU.COM

Day 14 · swap 27 of 40

DAY 13

Presented by Spiritual Plants &

BILLY

LOVES

WILLIE

YOUR PASTOR HAS AN OPINION. ASK HIM.

STARTWITHILOVEYOU.COM

Day 13 · swap 28 of 40

DAY 12

Presented by Spiritual Plants &

BILLY

LOVES

WILLIE

BRING SOMEONE WHO THINKS WE'RE WRONG.

STARTWITHILOVEYOU.COM

Day 12 · swap 29 of 40

DAY 11

Presented by Spiritual Plants &

BILLY

LOVES

WILLIE

THERE ARE FORTY SEATS AT THE TABLE.

STARTWITHILOVEYOU.COM

Day 11 · swap 30 of 40

DAY 10

Presented by Spiritual Plants &

BILLY

LOVES

WILLIE

TEN DAYS. THE MUSIC GETS LOUDER.

STARTWITHILOVEYOU.COM

Day 10 · swap 31 of 40

DAY 9

Presented by Spiritual Plants &

BILLY

LOVES

WILLIE

EVERY NIGHT OPENS WITH THE SAME SONG.

STARTWITHILOVEYOU.COM

Day 9 · swap 32 of 40

DAY 8

Presented by Spiritual Plants &

BILLY

LOVES

WILLIE

A LOCAL BAND PLAYS IT DIFFERENT EVERY TIME.

STARTWITHILOVEYOU.COM

Day 8 · swap 33 of 40

DAY 7

Presented by Spiritual Plants &

BILLY

LOVES

WILLIE

RULES CHANGE. THE PLANT KEEPS GROWING.

STARTWITHILOVEYOU.COM

Day 7 · swap 34 of 40

DAY 6

Presented by Spiritual Plants &

BILLY

LOVES

WILLIE

SIX DAYS. STILL LEGAL. STILL HERE.

STARTWITHILOVEYOU.COM

Day 6 · swap 35 of 40

DAY 5

Presented by Spiritual Plants &

BILLY

LOVES

WILLIE

WHATEVER HAPPENS BECOMES THE ENDING.

STARTWITHILOVEYOU.COM

Day 5 · swap 36 of 40

DAY 4

Presented by Spiritual Plants &

BILLY

LOVES

WILLIE

FOUR DAYS. THE CAMERAS KEEP ROLLING.

STARTWITHILOVEYOU.COM

Day 4 · swap 37 of 40

DAY 3

Presented by Spiritual Plants &

BILLY

LOVES

WILLIE

THREE DAYS. TELL SOMEBODY.

STARTWITHILOVEYOU.COM

Day 3 · swap 38 of 40

DAY 2

Presented by Spiritual Plants &

BILLY

LOVES

WILLIE

TOMORROW IS THE LAST NIGHT.

STARTWITHILOVEYOU.COM

Day 2 · swap 39 of 40

DAY 1

Presented by Spiritual Plants &

BILLY

LOVES

WILLIE

NIGHT FORTY. THE ORANGE PEEL. IT'S TIME.

STARTWITHILOVEYOU.COM

Day 1 · swap 40 of 40