CSX Rail wanted us to create a social initiative that tied into their partnership with The Weather Channel. After spending some time browsing TWC's site and watching their broadcasts, we came to the quick realization that horrible weather is basically the only thing they ever talk about. Floods. Tornadoes. Polar Vortexes. So we decided to create something that focused on nice weather for a change.
The product was Perfect Weather Chasers, a program designed to get people outside, documenting and talking about the brighter side of weather on social media.