To promote the Canary Islands and their year-round good weather, Barcelona agency DEC BBDO took advantage of London's bad weather.
With a marker, small messages were written on windows of public transport. However, they were only visible at the moment when you really long for warmth and sun: when it is cold and wet. Due to the cold and damp, the windows fogged up and the slogans became visible: "Do you miss the Sun? #CanaryIslands", "Right now, we are on the Beach #CanaryIslands". A bit mean, but quite effective, I would say.
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