UK retail giant Sainsbury’s has begun rolling out a new out-of-home campaign that adapts to weather patterns.

The interactive campaign will show different outfits from Sainbury’s Tu clothing range which will change based on rainy, summery, cold and windy weather.

PHD UK conceived the idea of a real-time digital outdoor campaign for Sainsbury’s, which uses geo-targeting to provide the live updates on billboards.

The Sainsbury’s campaign will run until 26 March. Find out more here.