To celebrate the launch of its new natural history series, A Year on Planet Earth, ITV has launched a new out-of-home campaign featuring a melting billboard, reflecting the changing seasons represented in the show.

The series, A Year on Planet Earth, is the first time in decades that ITV has created a nature documentary. The show is the first natural history documentary to feature on the newly-launched ITVX, ITV’s new streaming service.

The melting billboard, which is located in Westfield London’s Southern Terrace, is the centrepiece of the campaign. The frozen billboard was encased in ice melt that would over time to reveal a beautiful spring scene, representing the natural transition of seasons. 

Liverpool’s Lime Street Station will see vinyl wraps and ambient formats dominate the station concourse and platforms. Whilst, in city centres and shopping centres digital billboards will feature spectacular live-action content from the series. 

To reflect the themes of the series, the campaign also uses data from the Met Office to dynamically trigger location-specific creative depending on the weather conditions in the surrounding area.

The campaign has been planned by ITV’s media agency Essence, with creative work from ITV Creative alongside Kinetic, DOOH.com and Ambient who have delivered digital out-of-home innovations and the centrepiece special build respectively.