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Persil UK is encouraging families in London to get outdoors and active - rain, shine or snow. Real-time weather data triggers content on one of Ocean Outdoor‘s premium full motion screens, instantly directing families to their closest source of outdoor fun.

Get Out Here is powered by Persil’s commitment to get families outdoors and embrace dirt. Surprising consumer insights reveal that dogs are five times more likely to be taken out to the park than a child and that only one in three kids has ever climbed a tree.

Created by MullenLowe London, Get Out Here was one of the commercial winners of Ocean Outdoor’s eighth annual digital creative competition which fosters great creative concepts that push the boundaries of digital out of home (DOOH) advertising.

During the campaign, live weather data will trigger video content on Ocean’s full motion Eat Street screen at Westfield London, allowing the display to show current temperatures, weather conditions and the walking distance to Holland Park.

Families can connect to the screen’s wi-fi to access a map and directions to the park which is a short walk away.

Video footage on the screen also includes a dynamic count of fun activities families can enjoy in the 22.5 hectare park, including the number of birds to count, muddy puddles to jump in and snowmen to build.

The idea is that families will break out of the urban jungle to experience the freedom of the real outdoors like kids used to, playing on Persil’s 10th anniversary of “Dirt is Good.” The campaign breaks for two weeks from March 1.