Title	CRYING BILLBOARD
Brand	BMW
Product/Service	BMW CABRIOLET
Category	A03. Cars & Automotive Products & Services
Entrant	JUNG von MATT Hamburg, GERMANY
Idea Creation	JUNG von MATT Hamburg, GERMANY
Production	BUBBLES FILM Berlin, GERMANY

Name	Company	Position
Till Eckel	Jung von Matt AG	Executive Creative Director
Daniel Adolph	Jung von Matt AG	Managing Director
Christian Woelky	Jung von Matt AG	Creative Director
Stefan Amtmann	Jung von Matt AG	Creative Director
Nadine Falk	Jung von Matt AG	Project Manager
Julian Pankratz	Jung von Matt AG	Account Directior/Digital
Jan Anderssen	Jung von Matt AG	Client Service Director
Christine Kastens	Jung von Matt AG	Producer
Davor Brkan	Jung von Matt AG	Art Buyer
Barbara Kanz	Bubbles Film GmbH	Executive Producer
Philipp Haeberlin	Bubbles Film GmbH	Producer
Casey Campbell	Bubbles Film GmbH	DoP
Jo Glenk	Bubbles Film GmbH	Editor

The Campaign

An empathetic billboard that can sympathize with how convertible drivers must feel during the wet season. The first billboard that turns sad when weather turns bad.

Creative Execution

The Crying Billboard was able to transform weather into emotions. As soon as it started to rain, the collected rainwater was channeled into the billboard in such a way that it looked like it was crying. Raindrops turned into tears.

A seemingly normal billboard became a highlight during the grey winter days that made people think about convertibles long before summer has arrived.

We used the most natural phenomenon in the world to bring a seemingly normal billboard to life: The weather. An emotional and haptic experience for anybody who was passing by.

Insights, Strategy and the Idea

To drive a new convertible just in time for summer people should already pre-order it during the winter season. In January we placed the billboard in a western business district of Berlin next to different office buildings to reach our target group: Business people.