Featured Project: London’s Grand Visual Designs Weather-Responsive Campaign

London-based Grand Visual, a digital out-of-home advertising company with offices in New York City, recently completed a digital-out-of-home campaign for SOREL Footwear.

The company was seeking to promote their fall/winter range of footwear in a way that would back up the campaign’s tag line, “You never know where your day will take you-but you know SOREL has your back every step of the way.”

Grand Visual developed a campaign in two locations, London and Manchester, England, in which the content displayed on the screens would change based on the time of day and a live weather feed from the national weather service of the UK. As the weather conditions changed, the footwear that was displayed on the screens would change to match the real-time conditions.

The real-time elements of the campaign were managed through Grand Visual’s campaign management tool known as OpenLoop.