We created a billboard that visualises the dangers of driving with summer tyres during winter conditions. The Moving Billboard is a custom billboard that was placed next to the street right after a red light. Whenever a car stopped in front of the red light the billboard started moving backwards, showing the increased braking distance during winter conditions with summer tyres. The billboard read “In winter you would have stopped here.

A replica of a standard billboard was made and placed on rails on a high traffic street.

With a mechanical pulley system, programmed to react whenever a car stopped at the red light, the billboard was moved to the back. The endpoint of the billboard that was 20 meters further behind symbolised the increased braking distance when driving at an average speed of 50 KMPH. When the light became green again the billboard moved back to its original position.

Over 11.000 drivers saw the billboard.

The movie generated over 130.000 views on BMW’s social media channels

The click through rate of the video banners was double as high as last year.

BMW attained its sales goals before winter even started.