The Toasted Billboard
When you leave bread in the toaster for too long, it tends to get a little too dark, which is very similar to the problem your skin faces when left in the sun for too long. So we went ahead and created a OOH digital billboard that used UV measurements and translated that into a measurement for how toasted our bread gets by the sun. The transformation happens in real time and is dependant solely on the UV index at a given moment. High UV index, translates to a darker piece of toast. It works particularly well for the Artesano brand of Villagio, which has positioned itself as perfect for toasting.