Fountain Tire’s latest campaign is finding a more serious and emotional angle at the brand’s ongoing efforts to position itself as a partner in both service and education.

Like recent campaigns from the brand, Fountain Tire’s latest creative “Rainfall Warnings” is designed to underline to consumers that it can be viewed as a trusted partner and source of education. The new campaign offers safety information about the dangers of driving in the rain.

The campaign features a series of rain-activated street murals depicting stories of rain-caused accidents that are only visible when wet. The campaign also includes OLV and social media components featuring drivers recounting stories about dangers they faced driving in the rain. The videos drive to the brand’s website, where drivers can book an appointment to have their tires checked, and to enter to win a new set of tires.

Fountain Tire director of brand and customer experience Stephanie Proseilo says the campaign came from an idea to provide useful education to drivers on a topic they may think they know more about than they really do.

The “Rainfall Warnings” campaign is driven by the insight that Canadians know more about the hazards of driving in the snow and ice, than they know about how to safely drive in the rain. Proseilo says highlighting this and offering education in the campaign bolsters the brand’s “We’re on this road together” slogan, and continues to position the brand as trusted subject matter experts.

“This dovetails really nicely into our content strategy of helping be a partner, and in that educating consumers and our customers,” Proseilo tells strategy.

The campaign isn’t Fountain Tire’s main marketing spend for the spring, but is instead complementary to its other work, amplifying its message. A more serious tone was taken with this campaign compared to other recent Fountain Tire work, Proseilo says, because emotional storytelling can help this campaign break through.

“We wanted to hook people with the emotional side of things and then educate them through it with what they need to what they need to know to go forward and be safe,” Proseilo says.

The street murals were designed with stencils and a hydrophobic solution that repels water. They can be found at Fountain Tire locations around the Vancouver area and at the Lougheed Shopping Centre in Burnaby.

FCB Canada handled the strategy and creative behind the campaign, while Guru Communications oversaw media planning and buying.