The brand is hoping the ads show that the screens are so sensitive you can use them with your gloves on, so there is no need to risk losing them again. Messages such as “Make Love and Send Texts”, Make Calls with Gloves On” and “Send Texts with Gloves on” are displayed as the temperature drops or rises.
The Cohn & Wolfe-created “Glove Love” campaign stems from Nokia’s CSR tie-up with “Do the Green Thing”, a matchmaking service for single gloves. It aims to reduce the waste created by sending single gloves to landfill sites by repurposing those handed in and pairing them with other single gloves to be used again.
As part of the campaign, the first 100 fans to arrive at London’s Westfield and Old Truman Brewery ad sites and donate a single glove to Nokia will be given a pair of gloves. A further 100 people per location will be sent a pair of gloves to an address of their choice.
It is not the first time brands have used thermo-reactive technology to enhance their outdoor campaigns. Last year, Costa Coffee and Stella Artois ran weather-activated outdoor ads to to negotiate the notoriously unpredictable British summertime.