The campaign for Inside Out has currently launched across all media channels and platforms. In order to feature the hilarious characters at their best and 

localise the campaign for Singapore audiences, Disney’s media agency partner  leveraged on Singaporean’s hate for the weather for the campaign.

With a takeover of Clear Channel’s Play network of 30 digital panels in the CBD area, they develop a program that pulls live weather feeds from the National 

Environment Agency website. Each of the five characters is associated with three sets of copy: rainy weather, sunny weather, and a generic statement typical to their character (in case the weather is in-between).

When the NEA weather reading indicates ‘rain’ within certain parameters, the creative copy switches to the rainy weather set. When it’s sunny and the 

temperature rises above 30°C, the program switches to display the sunny weather set of creatives.

Singapore leader commented “The technology that powers today’s digital Out-of-Home can be used to create truly innovative campaigns. Play delivers 

creativity that responds to the environment. Our offering for Inside Out lends a new perspective to immediacy. Our creative use of technology allows the

 animated characters to be brought to life, triggered by the right conditions, like the weather.”