Columbia Sportswear is known for producing outdoor apparel that has the ability to withstand whatever elements Mother Nature throws. To showcase that winter climates are no match for the brand, the ad featured some of the coldest cities in the world – where the temperatures dip well below zero degrees – and portrayed the cities temperature as if it was warm.

The idea champions Columbia’s ability to create outerwear that makes even the most bone chilling weather comfortable.

The billboard ran 255 times in various locations, successfully spreading its message to its targets.