Rainfall Warnings

Out-of-Home - Series

2024

FCB Canada, Toronto, ON
w: fcbtoronto.com

Ad Agency: FCB Canada Chief Creative Officer: Nancy Crimi-Lamanna Executive Creative Director: Jeremiah McNama Group Creative Director: Troy McGuinness, Jonathan Careless Associate Creative Director: Caleb McMullen, Hussein Rumaithi Art Director: Hussein Rumaithi Copywriter: Cale McMullen Art Director, Intern: Cristina Palmer VP, Director of Studio Production: Kend Plantt VP, Managing Director: Tim Welsh Group Account Director: John Pace Account Supervisor: Kristen Kennedy Senior Strategist: Audrey Zink Junior Strategist: Hannah Sifuentes Photographer/Videographer/Director: Jake Killorn Production Company: 456 Studios SVP, Studio Creative Director: Brian Steckel Production Artist Intern: Cassy Lat Retoucher: Carly Bright After Effects Artist: Alan Reed-Osborne Executive Producer: Elise Beauvais Director of Colour: Conor Fisher Editor: Harrison Glachan Production Artist: Kit Wa Lau Senior Production Artist: Kim Cheung-Quenneville Production Company: Smile & Wave Editor: Adrian Ryan Client: Fountain Tire Director, Brand and Customer Experience: Stephanie Proseilo Advertising Specialist: Tracy Watters

Winning Entry: youtu.be/Lt09HF4CAkE

Fountain Tire wanted to highlight the importance of rain-ready tires, so in Canada's rainiest province, the brand created rain-activated outdoor murals that appeared precisely when drivers needed the reminder most: during rainy conditions, when tire tread can make all the difference. We mirrored the activation on social with interview-style OLVs showcasing the drivers involved in accidents that were featured in the murals, cautioning other drivers of the need for rain-ready tires.