Dove turned a rainy day in New York, a cause for a Times Square showery celebration with this smart billboard created out of Havas Helia.
The digital display combined technology, media and weather data from Forecast.io to make its signage reactive to the environment around it.
It featured Alice, a Dove "Real Woman," who looks around as if she's checking the weather. The billboard followed weather data for signs of rain, and once the droplets hit, Alice began to take a shower. When the rain stopped, she showed off how Dove's Body Wash had given her softer, smoother skin -- even after just a single shower, an idea promoting the campaign's "just one shower" promise.
Recently, Havas Helia was also behind the brand's push that took a stand against hair shaming.