THE WEATHER CHANNEL
Sponge Wearing Nerds Create 25 Million Impressions In A Week
DIRECTOR: MIKE GOLDBERG
WRITER: MIKE GOLDBERG
DP: JOSH HALVERSON
The Weather Channel app downloads were severely declining and the client needed to shift their strategic direction. The ask was to create a visually impactful demonstration campaign to re-invigorate their core audience, weather nerds. The campaign strategy,,"Seek Your Weather" was designed to inspire folks who embrace extreme weather for their own personal pleasure. From sponge wearing thunderstorm seekers to men grilling meat on overheated car hoods, the campaign received 25 million impressions on social and broadcast with an unprecedented conversion rate of new subscribers.