Snow Day? Sure. For Kids. Not for OOH Crews.
As we are in the month when Summer officially begins on the 21st, how appropriate to share this weather-related observation about OOH crews. The men and women (Yes, Virginia, there are a few females who ‘hang signs’) whose daily responsibilities, despite the rain, cold, heat, sleet, or snow, include installing and maintaining our Out of Home inventory.
It was not too many weeks ago when, somewhere in the Northeast, a weather app just turned purple, the words “historic snowfall” were being thrown around like confetti, and a billboard crew was already putting on their third layer, demonstrating resilience that deserves recognition.
Because while schools close, offices “go remote,” and LinkedIn fills with cozy snow-day posts, Out of Home does what it always does:
Shows up.
Vinyls Don’t Care About Your Snow Day
Billboard crews are out there hanging vinyls in conditions that would make a ski patrol say, “Yeah… maybe tomorrow,” Demonstrating their dedication despite wind whipping, icing ladders, and numb fingers questioning reality.
That 14’ x 48’ vinyl doesn’t magically install itself between snow squalls. Someone is up there—yes, up there—making sure the face is tight, aligned, and not flapping like a distressed sailboat in the North Atlantic, showing dedication worth appreciating.
And no, before anyone asks:
Snow does not count as “light precipitation.”
Bus Shelters: Where Winter Goes to Be Extra
Bus shelter and bench crews? Absolute heroes. These colleagues are working in conditions that make Windex slushy.
Snow doesn’t politely avoid ad copy. It hides logos, phone numbers, QR codes, and taglines with the precision of a toddler wielding a frosting spatula.
Yet somehow—somewhere the posters still get up. On schedule. Because transit riders don’t stop riding just because the weather is having a tantrum.
Meanwhile, In Client Land…
The first snowflake hasn’t even finished falling and—
📞 Ring ring
“Hi, yes, we noticed it’s snowing. Can we talk about credits?”
Ah yes. The Seasonal Ritual.
Because nothing says “partnership” like asking for makegoods the moment weather exists.
Never mind that:
- The board is still standing
- The ad is still live
- Traffic still exists
- People still leave their homes (begrudgingly, but still)
But sure. Let’s pretend OOH should come with a weather-control clause.
OOH should come with a weather-control clause
OOH: Still the Only Medium That Has to Wrestle Reality Physically
Digital ads get paused.
TV spots get rescheduled.
OOH gets… snowed on.
And then cleaned.
And then reposted.
And then cleaned again.
Out of Home doesn’t buffer or go dark because of a storm. It doesn’t ask for grace. It just sends a crew with gloves, grit, and a thermos, consistently doing its absolute best regardless of the weather.
A Little Perspective
If your campaign survives:
- Wind
- Snow
- Ice
- Road closures
- And a crew member muttering “this is fine” through chattering teeth
…it might actually be doing exactly what OOH is supposed to do:
Be unavoidable.
So the next time the snow flies and the credit requests start warming up, maybe pause. Look at the board. Look at the shelter. Look at the fact that it’s still there.
Because somewhere out there, an OOH crew just finished the job anyway.
And they didn’t even ask for a credit.
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