An empathetic billboard that can sympathize with how convertible drivers must feel during the wet season. The first billboard that turns sad when weather turns bad.

The Crying Billboard was able to transform weather into emotions. As soon as it started to rain, the collected rainwater was channeled into the billboard in such a way that it looked like it was crying. Raindrops turned into tears.

We raised awareness for BMW convertibles at a time when nobody would think about convertibles at all. We made countless people stop in front of the billboard to take pictures although the weather was cold and wet. During the campaign period the German BMW website registered a remarkable increase of users who saved their configuration of an individualized convertible model