K-Way®, the famous rainwear brand par excellence, has collaborated with Zalando, the leading online fashion platform, to create a unisex capsule collection inspired by the colours and dynamics of a storm, combining functionality, sophistication and versatility. 

The collection, which includes clothing and accessories, is divided into three main colours: dark yellow, aviator blue, and deep blue. The idea was to represent the energy of nature through colour contrasts that evoke the different stages of a storm – from the prelude, thunder and lightning to the rainstorm, and finally, the calm. 

On the basis of this concept, the collaboration between K-Way and Zalando was celebrated with an out-of-home campaign, planned on IGPDecaux's traditional and digital urban furniture spaces (MUPIs and bus shelters) in the cities of Turin, Bologna, Florence, and Naples from September 9th to 22nd.

IGPDecaux’s OOH proved to be a perfect combination of aesthetics and functionality, by adapting to different contexts and conditions, just like the brand’s garments which allow people to face any weather with style. The layering of elements, clean lines, and attention to detail in the design were expertly highlighted in this campaign, amplifying the message of freedom of movement, as well as of collection's wearability.

An effective communication strategy, not only for its ability to reach broad segments of audiences but also for its versatility, which reflects the essence of the capsule collection itself.