Michelin

We have five main visuals loaded onto the LED Screen on Times Square. Each shows a school bus in different weather conditions—Sun, Rain Overcast, Snow and Fog. Behind each bus are the hands of Bib—Michelin’s mascot—symbolizing the care that Michelin Premier All-Season tire provides. Weather data determines which of the four visuals appears onscreen making it hypercontextual and relevant.

Execution
We have five main visuals loaded onto the LED Screen on Times Square. Each shows a school bus in different weather conditions—Sun, Rain Overcast, Snow and Fog. Behind each bus are the hands of Bib—Michelin’s mascot—symbolizing the care that Michelin Premier All-Season tire provides.

Outcome

It was placed in Times Square, which more than 355,000 people walk through every day. So each person from that massive amount of people who looked at the billboard received information about the product in the most relevant context possible.