Fountain Tire Uses Rain to Highlight the Hazards of Driving in Wet Conditions

Canadians are no strangers to driving in all sorts of less-than-ideal weather conditions, but when it comes to driving in the rain, the danger can easily be overlooked. This is especially true for drivers in British Columbia where it rains eight months of the year.

To tackle rainy driving misconceptions, Fountain Tire's latest campaign, Rainfall Warnings, reveals the dangers of driving in the rain, using the rain itself to deliver its important safety message. The campaign features a series of rain-activated street murals depicting stories of actual rain-caused accidents that are invisible when dry and unmissable when wet. The design of each mural reflects the unique skid marks left behind by the worn tires that were no match for the rain. The duo-tone effect of the street murals was designed with stencils and an eco-friendly, hydrophobic solution that repels water, keeping the surface beneath it dry, even when the surrounding surface gets wet.

“Timing is everything,” explains associate creative director, Caleb McMullen at FCB Canada. “By using the thing that makes roads more dangerous, we’re delivering our message at the moment drivers need it most,” added associate creative director Hussein Rumaithi.

The street murals and supporting social video assets drive to Fountain Tire’s website, where drivers can hear stories from other drivers, book an appointment to have their tires checked and, for one lucky driver, win a new set of tires to ensure they’re ready for whatever rain sends their way.

“Sharing real stories in this way creates the opportunity for drivers to learn from each other to ensure we all stay safe,” explains Stephanie Proseilo, director of brand and customer experience at Fountain Tire. “Learning from each other is one more way we’re proving we’re on this road together.”

Fountain Tire’s Rainfall Warnings can be seen on rainy days at Fountain Tire locations throughout the Greater Vancouver Area and at Lougheed Shopping Centre in Burnaby. For more information and for your chance to win a new set of rain-ready tires visit here. 

Strategy and creative was handled by FCB Canada. Guru Communications handled media planning and buying.