It hardly ever snows in Antwerp. And that’s a pity because a big part of the fun of winter holidays comes from playing with snow. So we decided to bring some snow to Antwerp with the first snow billboard. The purpose of the snow billboard was that people would take their picture from behind the billboard so that it seemed they were somewhere at a winter holiday location enjoying the snow. The exciting part was that they could not only enjoy some snow but could also share the pictures with their friends and family like a greeting card.

We created a special build billboard that simulated falling snow like you see in snow globes, the well-known souvenirs you find in various cities. The billboard had a nice frame so that people could make a beautiful picture that could also be used as a greeting card. We even installed some directions on the ground to point out where that exact spot was that would deliver the best picture. Next to this we invited people to share their pictures with the hashtag #winterinAntwerp.

The snow billboard was a big success. There were immediately lots of people gathering around the snow billboard to take their picture and at certain moments there were even waiting queues. The nice thing to see was that all sorts of people wanted to get that snow picture: small kids and groups of friends but also parents and grandparents. And even a few tough bikers. Practically everyone was charmed by this entertaining experience.