By Leonie Roderick

Using real-time data, the system registers rainfall in the local area and consequently triggers a reaction in the software, which sees the existing ad schedule at Picadilly Circus disrupted to reveal a tailored message depending on level of precipitation – drizzle, light rain or heavy rain.

The strapline ‘Help us stop childhoods washing away’ will also appear alongside images of children’s toys lost in climate disasters to highlight the impact climate change is having on the women and children of Bangladesh.

The activity was developed with pro-bono support from Weber Shandwick and uses advertising space donated by out of home media owner Read full story ›

Source: Marketing Week