National broadcaster ITV has brought its latest documentary series, ‘A Year on Planet Earth’ to life with a multi-sensory out-of-home activation at Westfield London over the weekend.

Developed in partnership with agency of record Essence, visitors were treated to a unique, interactive frozen billboard that reacted to the changing weather conditions in real time.

Titled ‘Winter to Spring’, the billboard charts the changing seasons, drawing parallels with the upcoming series’ central theme as it deals with a year in the life of planet Earth.

Further ‘dynamic’ roadside activations will be launched with location-specific creatives responding to live weather conditions around each individual screen.

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“What struck us working on the campaign, was the constant and magical transition within nature that the changing seasons bring,” ITVC executive creative director, Tony Pipes said.

“We wanted to capture such a moment, and the billboard felt like a great way to showcase this, and in so doing demonstrating the ever-fresh content that ITVX offers.”

Live action content from the series will also be featured on out-home assets across a range of city centres and shopping venues, including a ‘takeover’ of Liverpool’s Lime Street Station.

Westfield Rise head, Melanie Lalou added: “We’re excited to be hosting the ITVX A Year on Planet Earth billboard at Westfield London, to raise awareness of its new series.

“It’s a brilliant example of Westfield Rise being Makers of Moments via engaging physical content and interactive formats that have an impactful message to be shared with the wide range of audiences that visit our centre.”