‘Calming Elements’ is a communication campaign in which the rainwear brand Rains shows the ‘Stressed Out Urbanite’ how to use ‘bad’ weather elements to reduce stress.

 

Rain, wind and snow often create feelings of annoyance, while these weather elements can have a calming effect on people. Rains turns the negative associations around by using them as a solution to mental health problems. By focusing on the positive effects of ‘bad’ weather conditions, Rains shows that ‘bad’ weather is actually ‘good’ weather.