Existing billboard sites were specially prepared. A heating element was buried in the ground causing all snow that fell immediately below the billboard, to melt. The billboard itself was a simple backshot accompanied by the headline "It can’t fall here“.

This is a test of a media idea with potential for wider roll out during next winter season. The cost per site is high due to the need to bury the heating element in the ground but the investment was deemed worthwile in terms of the return in PR value.