The Weather Network is running a television advertising campaign in Canada aimed at combating the competition from stations featuring local weather reports. Four spots, Tofino, Calgary, Saskatoon and Winnipeg, launched in 2010, feature the same voice over but different glorious imagery and a different end tag. The campaign moved on with MyWeather Ad, an online tool that allows users to upload their own end video clip or still. The app seamlessly edits the shot into the video and change the voiceover to personalize it so it can be shared with friends and family.
Click on the image below to play the Calgary video in YouTube (HD)
Click on the image below to play the Saskachewan video in YouTube (HD)
Click on the image below to play the Winnipeg video in YouTube (HD)
Click on the image below to play the Tofino video in YouTube (HD)
The Weather Network campaign was developed at Reason Partners, Toronto, by creative director/copywriter Peter Holmes, art director Mike Mulik, strategic planner/project manager Josh Somer, and media director Ira Patil, working with The Weather Network director of marketing and communications Judy Bounds.
Filming was shot by director/director of photography Steve Gordon via Sons and Daughters, Toronto, and Grand Taste Productions, Toronto, with producer Bette Minott. Gordon shot the spots on a Canon 7D, capturing shots that would have proven impossible with a full crew shooting on 35mm – both in time, locations and money.
The app was developed and programmed by Ryan Favro and Mike Mulik (interface design and ad).