🌧️🚴‍♂️ 𝐁𝐫𝐮𝐬𝐬𝐞𝐥𝐬 𝐌𝐨𝐛𝐢𝐥𝐢𝐭𝐲'𝐬 𝐏𝐨𝐧𝐜𝐡𝐨 𝐏𝐨𝐬𝐭𝐞𝐫 OOH – 𝐊𝐞𝐞𝐩𝐢𝐧𝐠 𝐂𝐲𝐜𝐥𝐢𝐬𝐭𝐬 𝐃𝐫𝐲 𝐰𝐢𝐭𝐡 𝐒𝐭𝐲𝐥𝐞!

Ever skipped cycling because of rainy weather? You're not alone!🌧️😫 Bad weather is the killer of  hopping on a bike - the most sustainable means of transportation.🚴‍♂️🌱  @Brussels Mobility is set to change this stigma by launching a "Wear When Wet" campaign and encourage citizens to commute eco-friendly.  🌧️🚴‍♀️✨

Bruxelles Mobilité - Brussel Mobiliteit worked with mortierbrigade to transform traditional OOH billboards into chic and eye-catching poncho stations, placed around major bike lanes in Brussels. 🛣️🚏This not only acts as a billboard for brand awareness, but also a functional stop for people to tear-off ponchos from the billboard during the rain. 🌦️🌂👌

What is better? When people wear the poncho during the rain, they become part of the campaign and act as a mobile billboard to spread the message around Brussels. 🚴📢✨

The result? 500 ponchos were gone in 2 hours after launch.🚀 With the crazy social media buzz and creativity, the campaign won the bronze at the Cannes Lions International Festival of Creativity in 2022!🏆✨OOH doesn't have to be ordinary. With a bit of creativity, you can capture the heart of TAs.

What else could traditional ads transform into? Share your creative thoughts below!👇😉

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