To promote tourism in Mexico, a special pop-up neon billboard was created for a travel show in Berlin.
The billboard reminds of the stark contrast between cold and dark winters in Germany versus the warm and sunny ones that can be found in Mexico. Colorful neon lights were coated in block of ice and gradually melted in order to encourage the public to hop on a plane and "thaw out" in a sunnier place.
Over the course of five days, the billboard was rebuilt for each new day at the travel show in order to share the message all over again. Many brands and advertisers are now creating dynamic billboards that feature elements that can react to their immediate environment.