Cossette & UmbraCity: This campaign offers instant gratification

It’s raining and you didn’t expect that. It’s raining and you lost your umbrella the other day. Everyone can relate to getting caught in the rain.

In Canada and the US, there’s a solution – umbrella-sharing. Umbrella-sharing service, UmbraCity, launched in ultra-rainy Vancouver in 2015. It then became the first umbrella-share service in North America. It now has 50,000+ rental umbrellas.

It’s now rainy season in the northern hemisphere and UmbraCity is expanding. So it partnered with Cossette to help raise awareness about what it provides. The ads will appear in out of home and on the UmbraCity kiosks themselves, bringing to life the feeling of being caught out in the rain.

“Everyone can relate to being caught out in the rain,” says Katie Ainsworth, executive creative director at Cossette. “We thought this was the perfect human truth to drive home the benefit of using UmbraCity—so you always have an umbrella at the ready, without having to actually carry one around.”

“UmbraCity is surging right now. We’re rapidly growing our network of host locations throughout the Lower Mainland, and Vancouverites love the amenity,” added UmbraCity co-founder and chief executive officer, Amir Entezari. “We’re thrilled to be working with Cossette to boost awareness”.

The self-serve UmbraCity kiosks are available in approximately 50 downtown Vancouver locations (soon to be 100), as well as at the University of British Columbia, SFU, and other key high-traffic hubs.