Self-initiated concept · our own brief, our own brand
Feels like
On every sub-zero day in New York, the weather app adds one line: “Feels like 21° in YUNDUO.”
The brief
The problem
A Chinese down brand landing in the US gets filed under “cheap alternative”. Paid social buys reach, not the right to be called warm.
The insight
The “feels like” temperature is the one number New Yorkers read every winter morning before they decide what to wear.
The idea
Buy that line and nothing else. A partner weather app keeps the real forecast and adds one sponsored line under it, only on days below zero: “Feels like 21° in YUNDUO.” Cloud icons become quilted.
How it works
It runs only when it is true that you need a jacket, so it reads as service, not interruption. A FOOH teaser seeds the image first: a quilted cloud drifting between towers that unzips and snows down. CGI is disclosed in the comments, then a real 12 m quilted cloud is tethered over a plaza for three days.
What we would make
- The “feels like” line
One sponsored line and quilted cloud icons in a weather app, sub-zero days only. - Lock-screen widget
“−9° outside. Feels like 21° in YUNDUO.” Tap for the nearest try-on. - Quilted cloud
An 8-second FOOH clip, then the real inflatable for people to visit and film.
What we would measure
- Taps from the sponsored line to the try-on map, per sub-zero day
- Screenshots of the line shared organically
- Store visits on sub-zero vs. above-zero days
- Brand search and “warm” association vs. category leaders