Sun, rain, wind and the unexpected, for K-Way the weather has never been just something to protect yourself from, but an integral part of its own identity. With This Is Weather, the new 2026/27 ADV campaign, the French brand starts from exactly this point to turn weather forecasts into a story about everyday life.
The starting point is a line: “Weather is not just what surrounds you, it’s what you’re going through.” The weather thus becomes something more than an external condition: it accompanies our days, shapes their rhythm and can become a metaphor for emotions, situations and unexpected events.
The campaign then takes the form of a genuine contemporary weather bulletin. A studio presenter connects with reporters scattered around different parts of the world, each dealing with different weather conditions and with recognizable situations from everyday life. The result is a choral narrative in which different cities, people and cultures share one apparently simple element: talking about the weather.
But This Is Weather does not simply play with the language of weather forecasts. The campaign brings together reality and digital construction, letting real characters and situations coexist with settings built through CGI and AI. Technology thus becomes part of the storytelling and makes it possible to build an international universe, suspended between what we recognize and what seems possible only on screen.
Each episode starts from a weather-related stereotype and arrives at a positive outcome. And this is where In Case of Anything comes in, the philosophy that runs through K-Way: we can’t decide what will happen during the day, but we can choose how to react. A storm, sudden sunshine or any other unexpected event thus become different ways of telling the story of our ability to adapt.
Designed to live primarily online and on social media, This Is Weather is not, in fact, a story meant to end with a single image. The campaign will unfold across several episodes, progressively introducing new characters, places and situations. K-Way remains the only constant element, while the weather keeps changing, just like the days we go through.
In the end, the message they want to convey is simple, we can’t control the weather, but we can decide what to do about it. And for a brand born precisely out of the need to face the rain, it is perhaps one of the most contemporary ways to return to talking about its own DNA.
