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Astra Beer has rolled out a series of digital billboards in Hamburg, Germany that use the latest and greatest in gender detection software to specifically target women.

In efforts to encourage more females to try Astra, the German brand’s billboards have a built-in camera that uses the new software to detect the gender of the individual standing in front of it. The illuminated billboards had over 70 videos built into them (each of which featured German comedian Uke Bosse) and thus allowed the billboard to interact with consumers in almost any situation, including yelling at any detected male that walks in front of it, throwing out lines such as “there’s nothing here for men!”

With digital billboards slowing becoming exceedingly popular worldwide, this first-of-its-kind approach opens up new doors for brands needing gender-specific advertising in strategically located places in major cities. Learn more about this unique street experience.