Google reacts to the volatile British summer weather with data-driven billboards

Digital campaign responds to temperatures, time of day and more

Published On
Jul 31, 2019

Editor's Pick

So far, the British weather this summer has veered from downpours to heatwaves -- but at least Google's advertising is prepared.

The company's latest digital billboards use technology from Grand Visual to react to weather changes, temperature, time of day, cultural events and more to give contextual messages relating to Google Search functionality. For example, some show popular city-wide search terms such as "best ice-cream in Glasgow" or "Parks near me" while others will ask questions such as "Need somewhere to cool off in the 33 degree heat?" Some creative will also tap into live news from events such as the Ashes cricket tournament.

The campaign was created by 72andSunny Amsterdam, produced by Grand Visual, and planned and booked by OMD and Talon. It's running until August 25, across transit, retail and city center locations including London's high profile Old Street billboard site, where it will have an extended run. 

Credits

Date
Jul 31, 2019
Client:
Google
Agency:
72andSunny-Amsterdam
VP Marketing:
Eileen Mannion
Director of Consumer Marketing:
Graham Bednash
UK ECD Creative Lab:
Graeme Hall
Head of Media Lab EMEA:
Emily Henderson
Innovation Strategist:
Jez Clark
Digital Innovation Strategist:
Liam Pook
Creative Activation Manager:
James Leibowitz
Creative Producer:
Maggie Grigorian
Product Marketing Manager:
Sombreuil Hubbard
Production Director:
Nili Zadok
Senior Producer:
George Ancock
Strategy Director:
Fernando Ribeiro
Strategist:
Olivia Hedman
Creative Director:
Rey Andrade
Designer:
Jake Catterall
Creative:
Esrael Alem
Creative:
Matthew Butler
Business Affairs Manager:
Belinda Harford
Group Brand Director:
Anne Graham
Brand Director:
Chelsea Lamond
Production Company:
Grand Visual
Production Director:
Nadiya Abubakar
Technical Director:
Keira Kaine
Creative Director:
Ric Albert
Business Director:
Ben Smith
Senior Producer:
Nathelie Meng
Producer:
Adam Stephenson
Producer:
Francesca Denega
Outdoor Specialist:
Talon
Client Manager:
Meg Ledger
Client Manager:
Georgie Rumble
Client Manager:
Josh Steel
Business Director:
Helen Saffer
Media Agency:
OMD
Business Director:
Laura Woolfenden
Client Partner:
Jonny Barker
Client Leadership Director:
Niamh Spracklen
Fuse Account Director:
Duncan Harris
Jr Producer:
Veronique Beumer
Communications Strategist:
Laetitia Viskovic
Brand Manager:
Abigael Smith

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