There are a lot of stereotypes concerning Germans, like their punctuality or being stiff and humorless, but there’s one that stands out and makes a good reason to fuel their anger: bad weather, or unwetter — how the locals prefer to call it. According to experts, the average monthly occurrence of rainy days is higher at the beginning of the year (although the highest average monthly precipitation is recorded in June). When you add the humidity and wind speed, it’s no wonder Germans always complain about cloudy days.

But this should not annoy the Berlin residents who have not seen the sun in days anymore, because Lapiz — a Leo Burnett unit that includes “an outside perspective in everything we do from research, strategy, and ideation to consumer participation” — joined forces with tourism agency Visit Mexico and launched the Tequila Cloud – Forget the Winter campaign, which aims to dissipate the bad weather days characteristic to Germany.

The inhabitants blame the bad weather on St. Peter, or the weather frog called Wetterfrosch. Although it seems unusual, the frog legend says that Germans can guess how the weather is going to be, depending on actions of the frog who is placed into a jar, and if it climbs the recipient, there will be sunny days. But given the current weather conditions, it seems that the frog decided to stay at the bottom of the jar much longer.

Such legends make us believe that the Germans are really frustrated by bad weather conditions. The very same reason made Kolle Rebe’s creative minds to offer Germans a good opportunity to travel to four different destinations around the world. And thanks to Lufthansa’s TravelKiosk, the gray winter days were forgotten, even for a short period of time.

This time the Chicago-based agency succeeded to redefine the true meaning of a Nimbostratus cloud — the one responsible for the rainy weather. Combining the Mexican things Germans love the most — tequila and sunny days – and using ultrasonic humidifiers, the artists generated such a cloud, an artificial one to be more precise.

The #TequilaCloud is an amazing product that resulted from combining art, tourism, and science. Designed to promote Mexico as a touristic destination, where the number of sunny days is over 250 days per year, three times more than in Germany (where, on average, there are annually just 66 days of sunshine), the unusual product was scheduled to precipitate only when it rained in Berlin; and by the way, this happened quite often.

The experts identified an optimal way to transform the ‘blue agave’ booze from a floating mist, inviting people to ‘taste’ Mexico’s sunny and relaxing days. Resulting mist was then condensed into liquid form, which eventually felt as tequila raindrops.

Luciana Cani, Executive Creative Director of Lapiz, explained the process: “The tequila was pushed into an invisible plastic structure where sprays of tequila mixed with the vapor formed the cloud.”

The innovative art installation was designed by Los Angeles-based artists and mad scientists of Two Bit Circus, who live at the intersection of science, technology, and show. Organized by Urban Spree, the Tequila Cloud event took place from 8th to 12th March. Even though it is an original idea, the event planners recommended the guests to not drink directly from the cloud..

The award-winning agency which uses outside perspectives to solve business challenges with a human-centric approach decided to bury the German winter gray days in a previous campaign.

Following the success of the Snow Graffiti campaign that was born after the US’s citizens were hit by the coldest days of 2015 and depicted a series of ‘static’, but eye-catching snow billboards, the Mexico Tourism Board managed to bring the sun to Germany again together with Lapiz, by creating another interactive billboard, which was not a frozen OOH ad as the previous one, but on the contrary, a melted neon panel.

Credits:

Client: Mexico Tourism Board

Creative Agency: Lapiz

Production Company: Two Bit Circus
Sound: Earhole Studios
PR Agency: MSL Group
Executive Creative Director: Luciana Cani
Creative Director: Lizette Morazzani
Head of Art: Flavio Pina
Associate Creative Director: Felipe Leite
Sr. Designer: Juan Carlos Montes
Copywriter: Ana Karina Da Silva
Art Director: Freddy Agostini
Editor: Rodrigo Cantalejo
Strategy Director: Felipe Cabrera
Strategist: Jaime Mougan
Executive Producer: Aldo Gagliardi
Producer: Juale ChavezAccount Director: Ernesto Adduci
Account Supervisor: Daniela Barceló
Account Supervisor: Maria Bonet
Assistant Account Executive: Marie Abboud
Collaboration & Process Director: Julie Ptasinski