K-Way Launches 'This Is Weather' Campaign Blending CGI, AI and Daily Life
K-Way, the French outerwear label, has unveiled its advertising initiative for 2026/27 titled "This Is Weather," which transforms weather forecasts into stories of everyday experiences. The campaign asserts that "Weather is not just what surrounds you, it's what you're going through," using weather as a symbol for feelings and occurrences. Styled like a contemporary weather report, it includes a studio host and correspondents from around the globe in diverse weather scenarios, forming a collective narrative. Blending reality with CGI and AI, each segment starts with a weather cliché and ends on a hopeful note, reflecting K-Way's motto, In Case of Anything. Targeted for online and social media, the campaign will introduce new characters and scenarios, with K-Way as the unchanging element.
Key facts
- K-Way launched the This Is Weather advertising campaign for 2026/27
- The campaign's central line is "Weather is not just what surrounds you, it's what you're going through"
- It is structured as a contemporary weather bulletin with a studio presenter and reporters worldwide
- Environments are created using CGI and AI, merging real characters with digital construction
- Each episode starts from a weather stereotype and ends positively, illustrating the In Case of Anything philosophy
- The campaign is designed primarily for online and social media, unfolding across multiple episodes
- K-Way remains the only constant element while weather and characters change
- The campaign was shared on Instagram by @kway_official
Entities
Institutions
- K-Way
Locations
- France