The “chick” is going to hit the fan at Toronto’s Dundas Square.

Cadbury North America is promoting its Cadbury Creme Egg with a new billboard that relies on precipitation to work. The Titan Worldwide billboard, bearing the words “Release the goo,” features a pendulum-like device with an oversized Cadbury’s Creme Egg at one end and a giant box to capture rain, snow and other forms of precipitation at the other. A giant fan sits atop the board.

As the box fills with precipitation it slowly raises the egg, eventually flipping a switch that turns on the fan and thrusts the egg into it, splitting the egg open and causing its faux cream filling to splatter across the billboard.

“The coming forecast for this weekend is rain mixed with snow,” said a gleeful Michele Lefler, manager of corporate communications (Canada) for Cadbury North America.

“Canadians just love to track the weather and express great interest in the weather conditions, particularly in Toronto,” she said. “The building of the billboard was a great opportunity to celebrate the fun, gooey, messy playfulness of the Creme Egg just in time for Easter.”

Saatchi & Saatchi’s New York office handled the creative execution, while Cossette Media‘s Toronto office handled the buy.

For those unable to see the billboard in person, a live webcam is available at CadburyCremeEgg.ca. The site includes animated videos of the Cadbury Creme Egg finding ways to splatter itself, as well as games that give visitors an opportunity to release the Creme Egg goo.

Cadbury has run a number of attention-getting ads in the Dundas Square space in recent years, including a 3D billboard topped by a mechanized figure eating a piece of its Dairy Milk bar. “We love that space and we’ve had a number of our leadership brands represented at Dundas Square,” said Lefler. “We’ve had some great ads there.”

The current out-of-home execution is being supported by TV and online advertising.