Outdoor is definitely having a moment at present; with many innovations having been on hold during the pandemic, now advertisers are coming to the fore with new ideas.

The latest comes from the BBC, which created a "shivering" billboard to promote its new reality show "Freeze the Fear with Wim Hof." The show challenges celebrities to submit to freezing outdoor challenges, such as jumping in frozen lakes and camping in the mountains in yurts. 

The billboard, in Salford, features the hosts Holly Willoughby and Lee Mack "shivering" whilst extreme athlete Wim Hof, who leads the challenges, remains cool as he takes a dip in freezing water. The shivering comes from a custom-made motor, gently moving the cut outs as if shaking from the cold. The billboard is completed with icicles made out of foam material attached to the bottom of the frame, and with sounds effects playing the sounds of blowing wind, amplifying the cold atmosphere of the display.

The installation is by the BBC's in-house agency BBC Creative. “On what other project could you create a shivering billboard, complete with snow machines, icicles and giant versions of Lee Mack and Holly Willoughby shaking on the streets of Salford?" said BBC creative drector, Ali Dickinson, in a statement.

Senior Head of BBC Marketing, BBC One, Faye Jones, added: “Spring is in the air, but not for the eight brave celebrities who stepped out of their comfort zones and into the world of the Ice Man. Our ad gives passers-by a sense of the freezing challenges they encountered."