To sell a convertible in winter we made a billboard for the rain.

In July 2011, Sydney had its wettest month in 50 years, the perfect conditions to advertise a convertible with an impenetrable, retractable hard-top – the Volvo C70. 

Enter the rain-sensitive billboard. Using a new technology that enables paint to became transparent when wet, we created a billboard in which the C70 appeared to have its roof down. And when it rained, as it inevitably did, the roof would 'magically' close.

The work was a finalist in Outdoor at Cannes Lions and AWARD Awards 2012.