Last month, Canadian clothing retailer Mark's won bronze in the creative data category of the Cannes Lions awards for its digital poster and billboard campaign,‘The Colder It Gets,’ which displayed promotions based on real-time winter weather data.

Touché, the chain's media agency of record, developed the campaign in partnership with The Weather Network. The daily low temperature for each city was converted into a daily discount for store-wide sales, e.g. a low of -18 C yielded 18 per cent off. The campaign reached screens both outdoors, including transit shelters (example pictured), and inside Mark's stores.

“This award is a huge honour for us,”says David Lui, vice-president (VP) of marketing for Mark's.“The retail and marketing world is always evolving. We know we need to constantly change the way we think so we can make an impact.”