Animates // Lumo Labs

When the Pavement Heats Up, So Does the Creative

For Animates, we developed a weather-responsive campaign that reacted to real-time heat data to deliver contextually relevant messages to pet owners across 41 roadside screens.

Using live environmental data from MetService, this campaign deployed two custom heat-based triggers via the Hivestack platform:

• Footpath Temperature

• Heat Stress Levels

Each trigger activated one of three creative messages, tailored to raise awareness about pet safety during extreme temperatures. The logic was simple but impactful: when heat thresholds were exceeded, targeted creative would automatically play – reminding pet owners to be mindful of hot pavements or general heat stress in their animals.

Creative assets were preloaded into Hivestack’s system and paired with custom event triggers built by Latch, with all creative served programmatically. The campaign ran from March 3 to March 16 and covered 41 sites nationwide, with 21 sites dedicated to footpath temperature triggers and 20 to heat stress conditions.

This project exemplifies how environmental data can drive responsive, public-minded messaging—turning outdoor screens into smart, reactive channels.