Nothing changes consumers' attitudes faster than the weather. To capitalise on the shift in sentiment in a cold snap, Heineken is launching a responsive digital out of home campaign.

The work, entitled ‘best served warm’, will run across the UK, the Netherlands and Canada. It is the first work from LePub London, created in partnership with LePub Milan.

The campaign brings to life the allure of a cosy pub on a cold night. Activated when temperatures drop to cold winter levels, frosted pub windows glow to life, creating subtle, eye-catching moments which are linked to the individual location of the nearest cosy pub.

In the UK, every screen is geo-linked to a nearby partner pub, using real-time messages like “You’re getting warmer” and distance in meters to guide people step by step to a real, nearby pub. 

Multiple placements create a trail through the city, with messages growing more encouraging as people get closer to the pub. The final screen sits just outside the pub itself, a last friendly nudge before stepping inside from the cold. 

In the Netherlands, the campaign runs with a single headline in each location, designed to act as a warm invitation to step inside. 

In Canada, the campaign takes a programmatic approach, targeting digital transit shelters, with weather-triggered messaging to reach commuters in high-footfall areas during cold moments. 

Placed close to bars and activated only during the coldest conditions, the digital out of home activations don’t just advertise the pub, they bring the social life inside to life in real time. As the temperature drops, the warmth within becomes visible, turning the chilly streets into an inviting glimpse of the buzz inside, cheers, social connection, and a perfectly poured Heineken.

The campaign launched today (26th February), which, despite the unseasonal spring sunshine in the UK, is still one of the coldest periods of the winter. It will run for two weeks, with timing adapted per market based on local weather conditions. 

In the UK, placements are planned across major cities including Glasgow, Manchester and London. In the Netherlands, Amsterdam, Rotterdam, Utrecht and Groningen will be part of the rollout. In Canada, the campaign will run for one week across Ottawa, Calgary, and Toronto.

The campaign combines static and motion digital out of home, supported by social assets and media partnership to extend its reach.