The advertisement adapted to the current weather conditions, showing that LEGO bricks are perfect entertainment regardless of the weather. The spot changed depending on whether the sun was shining or it was raining near a particular big screen. The advertisement adapted to the conditions experienced by the recipient in the urban space. Such a procedure makes it easier to catch the consumer’s attention and interest in the advertised product.
The screens matched the advertisement of the bricks to the current weather thanks to the campaign being based on a weather trigger. Large screens used data collected in real time to run dynamic weather advertisements. Before each display, each screen “checked” whether the sun was shining in its vicinity, whether it was raining and broadcast a spot adjusted to the current situation.