For this spec campaign, our central concept was about the death Rainbows. Most products are simply discarded and forgotten when they break, but not Rainbows. Since they last so unbelievably long, the moment that they finally falter is more like a rite of passage, kind of like when the car you drove in high school finally putters it’s last mile.
To celebrate this moment is to highlight the core product benefit—that rainbows are so durable that they truly become a part of you.
Our campaign highlighted these moments by nailing old Rainbows up in the places where they walked their last step. We then iterated on that image in several ways.
Execution One: Instagram Museum
Instagram becomes a museum of nailed up rainbow altars. Those at your favorite surf spot, the bar you basically lived at in your 20s, that lover’s lane on a cliff where you first kissed your girl. These become altars to a friendship, to a lifestyle, to an adventure. A marker of beautiful things that happened, built from a thing you needed to make them happen.
Execution Two: OOH
How many brands have the courage to show their products old and broken on a billboard? This is how confident the Rainbow brand is. The products are so unwaveringly durable and long lasting, that the moment they finally break are a momentous occasion. We recall these moments by posting dead rainbows on billboards in several ways—with giant broken sandals nailed up to a board, or with real dead sandals sent in from Rainbow fans populating a board over time.
Execution Three: Final Trek – Experiential
A competition sponsored by Rainbow where you and your friends are challenged to take Rainbows to the ultimate limit. Think Tough Mudder meets the Pacific Coast Trail, with the winner getting their dead rainbows nailed to the wall in the Rainbow factory. It’s designed to build a tradition around killing rainbows with your friends.