The North Face is teaming up with Spotify to release a new rain-themed music track that you can only listen to if it's raining in your hometown.
The project is the first creative out of Sid Lee's L.A. office. It's part of the apparel brand's "Seek No Shelter" campaign celebrating rain, which promotes its first-ever fully waterproof softshell rain jacket, Apex Flex GTX. Through the use of geotargeting technology, from today, the rain-themed track by White Denim will become available exclusively on Spotify in U.S. markets that are receiving rainfall.
People can visit a microsite at SeekNoShelter.com to unlock the single and listen to a "Rainy Day Playlist" curated by The North Face. The campaign, the first creative work to come out of Sid Lee's L.A. office, will be supported by advertising across print, digital and social media channels, and out-of-home activations nationwide.
White Denim will also live premiere the song this Thursday, March 16 at The Fader Fort at SXSW in Austin in an immersive experience. The stage will be transformed into the eye of a storm while the band performs. Fans will also be able to take part in a sensory experience recreating the look, feel and sound of a storm with cool air, mist and the smell of fresh rain.
"Our entire brand is based around the idea that adverse and changing conditions aren't just to be tolerated, they are what shapes a great life lived outdoors," said Vice President of Marketing at The North Face Tom Herbst in a statement. "For this campaign, we want to change the way people think about rain -- as not something to hide from, but something to be sought out and celebrated. Dropping a song only when it is raining is designed to delight, inspire and mimic the same sense of anticipation and excitement that you have when heading into the wild."