Outdoor ad: Range Rover: Lights On by Range Rover

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Land Rover, Hello and LUMO launched a light-dependent digital billboard campaign with a focus on motorist safety.Leveraging a real-time open weather application programming interface (API) to track the sun's movement, the digital billboards spring into activity at twilight every day, as the light changes and motorists run a higher risk of crashing.New research from The University of Auckland suggests daylight savings is linked to an increase in motor vehicle accidents.

The data suggests 5pm–7pm is a recurring peak for crashes, with 21 percent of all crashes resulting in injury when the driver didn’t see the other party.

The idea is a simple reminder to all drivers to check their lights are on, along with a cheeky nod to the brand’s strong British heritage.