In partnership with Ocean Outdoor, Carat and Posterscope, this weather activated campaign will run across a combination of 12 premium screens in London and Birmingham, UK from Thursdays to Sundays during peak commuter periods. Pimms will be running the campaign for 10 days.

“Pimm’s is known by consumers as being the iconic drink of the Great British summer and consumer research has shown us that our media is not only more effective but also more efficient if it is linked to sunny weather,” said Joanna Segesser, senior brand manager for Pimm’s at Diageo. “We are therefore really excited that for the first time digital out of home technology is allowing us to target consumers at just the right temperature when we know they are most responsive to our messaging.”