Interactive advertising often is made in consideration of the user, while guerilla advertising usually takes into account the location. Max Factor takes a different approach, allowing weather to direct the power of advertising.
Sensitive to rain, this advert turns emo with streaks of running mascara. Leo Burnett is responsible for the public display of make-up meltdowns. Perhaps this could be the beginning of a series... In San Francisco, a billboard could have a line of lipstick spread beyond the lips everytime there's an earthquake.