April Showers

Havas helia and Dove launched a new digital out of home ad in April in which the ad reacts to live changes in the weather. In a first-of-a-kind activation for Times Square, New York City, the billboard features Dove’s real woman, Alice, greeting the crowds while checking for rain. With the first raindrops, weather-sensors activate new creative on the billboard to show Alice in Dove’s biggest shower ever.

When the rain stops, the sensors again trigger the creative to change, showing Alice demonstrating the benefits of showering with Dove Body Wash — softer, smoother skin after just one shower.

The ad combines media, technology and hyper-accurate weather data from Forecast.io to create real responsive content around its environment. The approach raises awareness for Dove’s message in a unique, contextually relevant way.