Tilt[ed.10, 2026]
Apologies for the radio silence - hope you didn’t miss me in your inbox too much! Between the South Australian election, Easter and my 30th (all events of equal importance in the cultural and political calendar), my ‘sit down and think’ time unfortunately evaporated. On that note, I’m trying to get better at not creating unnecessary deadlines for myself so you might find that Tilt[ed] becomes a bit more weekly(ish). I’d rather wait until I have something to say than clog up your inbox with a mid strength take!
That said, questions / requests / ideas / feedback are always much appreciated - thanks so much to everyone who has reached out across the last couple of months! Today’s piece is a little rant-y (sorry not sorry) - promise I’ll be back with some practical analysis and advice in the coming weeks.
Did you know that you can program ads to show in digital outdoor placements (like bus shelters) when the temperature reaches a certain level?
Magnum does. As part of their ‘Schedule the Sun’ campaign, they included digital out of home (DOOH) placements that used weather data to identify real-time pockets of sunshine across cities.
It’s a cool technology that creates a heap of opportunities. Imagine a campaign that links the effects of extreme heat to fossil fuel companies relentlessly extracting and burning fossil fuels, set to run automatically during heatwaves (shoutout anyone who is doing this!). It’s tricky to plan a campaign like this, however, if you don’t know the technology exists.