Billboards display different fashions based on real-time weather
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Fashion ranges are traditionally split into two collections per year – spring/summer for warmer weather and fall/winter for when the temperatures start dropping. However, consumers know that the weather can be much more fickle. In order to ensure it marketed the right clothes for the exact conditions outside, French mail order fashion company La Redoute created Le Billboard Météo, a dynamic advertisement campaign that changed at the same time as the weather. Working with CLM BBDO, the initiative saw a number of screens erected around Paris that showed a model sporting the latest looks from the La Redoute catalog. The…
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