Del Campo Madrid's Toyota Weather Challenge

Three weather forecasters in Paris, Milan and Madrid were challenged to live out their predictions by taking a unique Weather Challenge as part of an entertaining campaign to promote the Toyota Aygo's new canvas sunroof.

Created by Del Campo Saatchi & Saatchi Europe, the idea focusses on how weather forecasters consistently deliver inaccurate reports, despite the fact that many people rely on their daily updates to plan their lives. And in the amusing film [below], the three presenters are challenged to stand by their word come rain or shine.

“We gave the new Aygo to three famous forecasters in three different European cities, for a month,” explain Maxi Itzkoff & Mariano Serkin, CCOs on the project. “The roof of the car was synchronised 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.”

The online film and 30” TV edits launched in Italy and France at the end of February and are currently being rolled out across the rest of Europe.

“Aygo is fun and irreverent so we wanted to do something aligned with the brand personality,” adds Stephane Rydlewski, creative, media & production manager, Toyota Europe. “The most difficult part of the idea was to convince famous forecasters to be part of the challenge.”