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Rain-X
Creative Brief
Single Most Important Thing to Say:
Rain-X helps you see better while driving in the rain.
Direction:
Rain-X not only removes water from your windshield, but also worry from your mind.
Print Advertisements:
Out Of Home Advertisement #1: Window advertisements in skyscraper lookouts.
Chicago, IL
Seattle, WA
New York City, NY
Short-Form Video: MIB
“Removing Water and Worry” - 10 sec video commercial
NO MUSIC
Open on Men-in-Black-esque agents spraying someone’s forehead.
Quickly switch to them spraying a car’s windshield in the same manner.
Back to a different forehead.
Back to a different car.
And so on, enhance speed for first 6 seconds
Last four seconds display logo with tagline:
"Removes water from your windshield and worry from your mind"
Interactive:
In a populated place where there is a lot of “hurry up and wait”, like NYC central station, Rain-X will place an interactive “Spray the Worry Away” game installation. The popular carnival game gets a mental modernization, allowing users to literally spray their worries away using an amped up version of the classic Rain-X bottle. For every worry that is 1. Successfully hit and 2. Related to driving, sprayers will receive a Rain-X gift package with a variety of products to give them more confidence on the road.
Social Impact:
We know vision isn’t the only worry when it comes to driving in the rain; hydroplaning is one of the top worries amongst drivers. Rain-X wants to team up with Defensive Driving and sponsor a number of their driving courses so more people have access to worry-free driving. At Defensive Driving, instructors use weights to simulate what it feels like to hydroplane in a safe, controlled environment while also teaching how to calmly get out of the situation. During this section of the class, there will be additional emphasis on how to be proactive using Rain-X.
Copywriter: Hannah Debok
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