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OSLO – October 4, 2013 – What would it be like to live under a raincloud for a week? Very wet indeed, as one man experienced in the 7 Day Rain Test, Norwegian agency SMFB’s campaign for Geox’s waterproof shoes.
“Through multiple customized devices – three highly advanced artificial clouds – we followed Tom, our test subject, as he traversed the city. We reproduced the conditions required for the test, creating relentless rain and constant humidity in the middle of a sunny city. The poor man had to live under his own, private rain cloud for seven days straight,” said Kristian Kristiansen at SMFB.
While Tom was drenched, his shoes stayed dry, as revealed in the test of Geox’s Amphibiox technology. The rainclouds followed Tom as he went through common urban activities, such as sightseeing, working a day job, and going on a date.
SMFB ideated the design of the artificial rain cloud following test results from last year’s experiment in Cherrapunjee, India, a village with a record annual rainfall of around 12,000 mm.
The 7 Day Rain Test was conducted in midsummer Barcelona and documented and crafted into an interactive documentary by MediaMonks.
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“Encapsulating both the durability of the Geox shoes and the endurance of our tester Tom was a challenge to say the least. Additionally, we introduced a ‘shoe cam’ that captured the shoes with super slow-motion macro Phantom shots, and a team to ensure we captured all of story’s emotional moments. The interactive experience allows users to freely navigate through the 7 days, ‘shoe cam’ shots and behind the scenes footage,” explained Rogier Schalken on behalf MediaMonks Films.
“The crazy idea of letting one man live in seven days of constant self-made rain was a unique experience. It really is about the difficulties of living under the rain – while our shoes don’t make the rain any easier to live with, what we can offer, is that you will, at least, have dry feet. I think this campaign shows this in a very human and entertaining way,” said Richard Holley, Interactive Marketing Manager at Geox.
The Geox collaboration with SMFB is a part of strong, digitally focused communications strategy by the brand, aiming to involve and engage the consumer to a greater extent than ever before.
The previous Amphibiox campaign earned Geox a Gold Lion at the Cannes Lions International Advertising Festival and a Gold at The One Show, amongst other awards.
