London - one of the busiest cities in the world is also one of the greenest. With 3,000 parks and open spaces around the city, there's no limit to the fun families can have in them, whatever the weather.

Our idea is based on a simple desire to remind people that it's always a good time to go outdoors. So we programmed a full motion billboard in the city's busiest shopping centre, so that live weather data triggers a glimpse of a nearby park for people to see and hear. It shows current temperature, climate, time, location and dirt-related data. It also provides free Wi-Fi that automatically connects users to a map and gives directions to the nearest park.

All to remind people that nature is closer than they think. All they have to do is get out there.

We worked with Ocean Labs to integrate an API from a leading weather application with the digital billboard at Westfield to add a real-time reactive element to the campaign. As well as displaying the current time and temperature, live weather conditions from the latitude and longitude of Holland Park triggered a change in on-screen content to match - come rain, snow or shine. We created algorithms for different weather to match with dirt-related data, based on information from Holland Park.

'ShoutOut' capabilities allowed audio within the creative to play out in the loop, breaking the silence and grabbing the attention of passers-by. Once visitors to Westfield London caught a glimpse of the wildlife to be discovered in the park, they could access the screen's in-built high-speed fibre WiFi to receive directions to get there from their location.

The work ran at Westfield London from the 1st - 14th March 2018.

This campaign achieved its ambition of disrupting people going about their busy lives. We saw a 27% increase in people watching the screen, a 31.7% increase in total dwell time, and a 34% increase in total attention time vs the standardised average for this site. The work made 503,702 impacts in two weeks; if just 5% of those people took the time to go to a green space, then that's 25,000 families getting outside and playing together.