Rain-activated welcome banner that transitions from grey into the city's colours when it rains
COLOURED BY RAIN
Integrated campaign that won a Loerie, the South African advertising and design award, in 2015 for a rain-activated identity and tour in Bergen, Europe's wettest city, which changes the city's colours from dull to vibrant when it rains. The locals perceive rain as something negative that they would rather be without. This brand identity and campaign reflects the abundant rain in the city in a positive light, in order to enable locals to embrace the rain and attract more tourists.
01: PROMOTION ACTIVITIES
The first step in the campaign would be promoted to build up excitement and buzz around the reveal of the campaign It would feature posters around the city and branded items.
02: THE TOUR STARTS
The tour starts strategically outside the central station, which is where mosts people first arrive when they come to the city. A street billboard explains the tour to the public and displays a QR code to download Bergen Rain Tour app. Next to the billboard, there is a vending machine with rain-activated colour-changing umbrellas that the public can purchase to keep themselves dry on the tour.
Left side: colour of rain-activated umbrella in a wet state
Right side: grey colour of rain-activated umbrella in a dry state
The four possible wet-state colours of the rain-activated umbrella
03: THE RAIN TOUR APP
The Bergen Rain Tour app guides the public through the tour by providing a zoomable map and directions. It also has a weather prediction function to suggest the most optimal weather conditions for undertaking the tour. The app uses iBeacon technology, which causes information about the attraction to pop up when it senses that the person is next to the attraction. When the person has read the information, they can return to the map.
04: RAIN-ACTIVATED INFORMATION
Rain-activated facts about the city on the path between the attractions, which appear on the ground when it rains.
05: RAIN-ACTIVATED INSTALLATIONS & ATTRACTIONS
Throughout the tour, the public would encounter various rain-activated installations and attractions. The Bergen Rain Tour and Pantone would partner with local artists and engineers to create interesting installations that artistically harness the rain.
Top left: rain-activated pedestrian crossing showcasing the city's Pantone colour scheme and corresponding Pantone codes
Top right: rain-activated rain gauges with built-in LED lights that light up in the city's colours when it pours down
Bottom right: plain public building transformed into colourful artwork when it rains
Bottom left: plain public building when there is no rain
