Umbrellas, long associated as the one component that protects us from the elements, has strong cultural connections to the audience of Sri Lanka. Rainco wanted to transcend beyond weather protection to position the umbrella as a fashion accessory for women, literally ask them to “wear your style”
Social platform data indicated that to create a truly thumb stopping experience and to go beyond the standard 3 second retention rate, the creative needed to be direct yet earn Mindspace (the most important currency) whilst registering brand values. We created a digital film that incorporated live action animation that was a category first in the world.
1.4 million completed videos views in the first 5 days