From 1999 to 2004/5, we helped The Weather Network build their brand into one of the best known media brands in Canada.
Needless to say, we’re thrilled to be working with them again.
The beginning of a new campaign has just launched on TV in western Canada. The campaign is meant to combat the only serious competition TWN has – local TV stations, featuring local weather.
We hired Director/Cinematographer, Steve Gordon to shoot the TV spots on a Canon 7D. He was able to capture shots that would have proven impossible with a full crew shooting on 35mm – both in time, locations and money.
It wasn’t even necessary for any of us to travel, since the shots could be uploaded everyday to see.
The media buy is based on U.S. cable feeds, which allows targeting individual cities. Hence, while the VO remains the same, there’s a different ending for each spot.
The work is different than typical advertising, probably best described by Ima, who works at The Weather Network as, “Advertising with a documentary ethos.”
But this is just the start.
We’re currently working on an online tool that allows users to upload their own end video clip or still. The app will then seamlessly edit the shot into the video, and change the VO to personalize it. In other words, making the video their own to be shared with friends and family. (We’ll include voting – running the winning versions on TV).
The campaign will likely evolve and change (iterations) based on feedback, seasons and locations, eventually including all of Canada.
Added to the economic value of using digital technology properly, what we like to call “production disruption,” TWN is creating and collecting their own stock footage library as a valuable side benefit.
Hope you enjoy the attached films.
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