In short
Rainwater might be everywhere, but it’s severely underrated. Often perceived as “dirty” or undesirable (think acid rain) many East Flanders residents don’t realize that it’s perfect for flushing toilets, watering gardens, washing the car, or even doing laundry. Worse yet, cisterns often sit disconnected, a waste of potential.
To flip this perception and thus the image of rainwater, we positioned rainwater as something aspirational: not just useful but luxurious, like a beauty product. Inspired by perfume ads, we gave rainwater a high-fashion makeover, rebranding it with all the drama and allure of a luxury product. The result? A campaign that brought rainwater out of the shadows and into the spotlight, proving that what falls from the sky isn’t just useful, it’s downright heavenly.
The Challenge
Rainwater’s biggest problem? People think it’s dirty. Misconceptions about its quality, like the idea that it’s tainted by acid rain, mean cisterns stay unused, and opportunities to save water go down the drain. Our mission was to elevate the underappreciated resource and inspire people to use it in their daily lives.
The Insight
A boring campaign about rainwater? No thanks. We ditched the dry, technical tone and went for bold, unexpected glamour. By channeling the luxury aesthetics of perfume ads, we transformed rainwater from something ordinary or even dirty into something aspirational, all while keeping a wink and a nod to its practicality.
The Outcome
At the heart of the campaign was a cinematic ad that reimagined rainwater through a crazy love story. A man tries to win a woman’s heart with grand gestures, only to discover that what truly makes her happy is the rain. To prove his devotion, he builds her a rainwater collection system.
This high-glamour narrative launched in East Flanders cinemas and was supported by digital out-of-home, BVOD and social media ads, blending humor, drama, and practicality to transform rainwater from ordinary to extraordinary.
