ITV has kicked off the promotion of its new natural history series, A Year on Planet Earth with a OOH campaign featuring a melting billboard.
The frozen billboard appeared at Westfield London over the weekend of 20-22 January. It gradually thawed to reveal a spring scene reflecting the changing seasons represented in the show.
The national campaign will now use Met Office data to dynamically trigger creative on roadside digital six-sheets with location-specific creative depending on the weather conditions at the individual screen.
A ‘takeover’ at Liverpool’s Lime Street Station meanwhile will see vinyl wraps and ambient formats dominate the station concourse and platforms.
A Year on Planet Earth is the first natural history documentary to feature on ITVX. The campaign has been planned by ITV’s media agency Essence, with creative work from ITV Creative alongside Kinetic, DOOH.com and Ambient.