With Canada Goose expanding their product line to offer all year round protection, Guerrilla were tasked to create a global activation that would connect their Spring collection to the everyday lives of their fans and customers. The focus was on rain, the element that defines the season of new beginnings. The campaign was launched Globally : New York, London, Beijing, Paris, Vancouver, Milan & Hong Kong.
– OUR APPROACH
Reducing rain down to its essence, Guerrilla created an immersive experience that focused on the individuality of a raindrop and the poetic moment before it hits the ground. Fans and visitors were encouraged to interact by applying water to the drops hydrochromic finish, a paint that appears opaque untill it reacts with water, to reveal an explosion of colour. Visitors recorded and posted across social, whilst infulencers were invited down to each locations launch to post and share. This gave the campaign an online reach of over 10M. #dryanywhere