The brief
Make AccuWeather the weather app people think of first.
The challenge was to create a data-driven idea that could make AccuWeather feel more useful, memorable, and culturally relevant than another forecast.
AccuWeather · Data-driven campaign
Rain Check
Bad Weather. Great Excuse.
A weather campaign built around what people actually care about: not the forecast itself, but what the forecast means for their plans.
Concept campaign · Not commissioned, produced, or run by AccuWeather
People don’t check the weather because they care about the weather.
They check because they care about their plans.
And sometimes… they’re rooting for rain.
WeatherPlansExcuse
Rain Check
Bad Weather. Great Excuse.
The idea
Turn the forecast into the excuse.
Rain Check reframes bad weather from inconvenience into opportunity, giving AccuWeather a more human reason to be checked.
Weather is data.Plans are human.Rain Check connects the two.
Product experience · Rain Check
The forecast knows your plans.
When weather intersects with something on your schedule, Rain Check turns forecast data into useful context.
OOH execution
Forecast the rain. Predict the excuse.
OOH turns familiar weather probabilities into something more human: the odds your excuse actually works.
The system
One forecast. A lot of excuses.
Because weather changes constantly, the creative can too.
Rain
Hair · outdoor plans · commutes · dates
Snow
Travel · work · events
Extreme heat
Outdoor plans · exercise · commuting
Storms
Travel · dinners · meetups
Real weather data keeps the creative moving.
Social
The excuses practically write themselves.
Social takes the same idea out of the forecast and into the excuses people already make when they secretly want plans cancelled.
Execution 01“I’d love to go, but I jussssst did my hair.”
Execution 02“Just flake on them.”