Sainsbury’s TU launches weather-responsive outdoor ad campaign

Sainsbury's

Sainsbury’s clothing line Tu has launched a weather-responsive outdoor advertising campaign that will adapt the outfits shown in real time according to changes in the weather.

The digital outdoor campaign, which runs until 26 March, was conceived by PHD UK (part of Omnicom Media Group) and uses geo-targeting to provide the live updates on billboards.

It is believed the national campaign, which evolves and changes based on Met Office weather data, is the first of its kind in fashion.

The campaign is being run on Clear Channel Adshel Live screens in outdoor locations, such as bus shelters, and has been executed through a collaboration between agencies PHD, Talon, Seven, and AMVBBDO, as well as production company Grand Visual.