Del Campo Saatchi & Saatchi Invite Weather Forecasters of Paris, Milan and Madrid to take the ‘Weather Challenge’

Del Campo Saatchi & Saatchi Madrid presents ‘The Weather Challenge’ for the new Toyota Aygo with a canvas sunroof.

The idea focuses on how weather forecasters consistently deliver inaccurate forecasts, despite the fact that many people rely on their daily forecasts. They never have to be accountable; they still keep their jobs. No matter what. Come rain or shine. In the film, the forecasters are forced to face the consequence of their inaccuracies and face the ‘Weather Challenge’.

Maxi Itzkoff & Mariano Serkin CCO Saatchi & Saatchi Europe explained: “We gave the new Aygo to three famous forecasters in three different European cities, for a month. The roof of the car was synchronized to each forecaster’s weather prediction. If they predicted rain, the canvas roof would stay closed. But if they predicted sun, 
the roof would remain open, no matter what the weather.’

“Aygo is fun and irreverent so we wanted to do something aligned with the brand personality. The most difficult part of the idea was to convince famous forecasters to be part of the challenge” said Stephane Rydlewski, Creative, Media & Production Manager – Toyota Europe.

The online film and 30” TV edits will launch in Italy and France on February 27th and then being rolled out across the rest of Europe.

Credits
TITLE: “THE WEATHER CHALLENGE”

AGENCY: DEL CAMPO SAATCHI & SAATICHI MADRID
CLIENT: TOYOTA MOTORS EUROPE
MODEL: AYGO

CCO: MAXI ITZKOFF / MARIANO SERKIN
ECD: ARIEL SERKIN / JUAN PABLO LUFRANO / RAFAEL SANTAMARINA
CW: BRITTANY POOLE / TOBIAS TERCIC
AD: TODD GRINHAM / HERNAN GARCIA
PRODUCER: RAFFAELLA SCARPETTI / PETER MONTGOMERY
ACCOUNTS: MAURO MESSINA / MICHAELA CHWEIDAN

PRODUCTION COMPANY: SMUGGLER
DIRECTOR: JAMIE RAFN
DOP: BRENDAN GALVIN
EDITOR: TIM HARDY

About Saatchi & Saatchi
Part of the Publicis Groupe, the 3rd largest communications holding company worldwide, Saatchi & Saatchi’s Network clients include Diageo, Carlsberg, General Mills, HSBC, Lenovo, Mead Johnson, Mondelez International, Novartis, Procter & Gamble, T-Mobile, Toyota and Visa Europe. With 130 offices and over 6000 employees, Saatchi & Saatchi is known for its outstanding creative ideas that generate powerful emotional connections between consumers and products. This is a key element in Lovemarks, Saatchi & Saatchi’s unique methodology for elevating the status of brands by creating ‘loyalty beyond reason’and ‘inspirational consumers’.
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