Geox has launched its new F/W13 “We made it rain” digital campaign for their Amphibiox waterproof footwear line. The campaign began on 28 September.

Last year, Geox shot its first Amphibiox ad campaign in the rainiest place on earth to prove the extreme qualities of their waterproof footwear line -read more about Geox Amphibiox ad campaign here on The campaign earned Geox a Gold Lion award in advertising at the Cannes Film Festival. This season, Geox evolved the concept opting for a more complex urban environment where a brave tester underwent one of the most extreme and enduring tests for water resistance ever performed.

Through multiple customized devices, Geox reproduced the adverse conditions required for the test, creating non-stop rain and constant humidity for a week. The test was filmed and turned into an interactive document for the web where everyone will be able to see the tester’s effort and learn more about the innovative qualities of the Amphibiox shoes.

According to tests released by the Italian footwear company, Amphibiox grants total waterproof resistance and breathability thanks to a special breathable and water repelling membrane applied to both the outsole and the shoe’s upper. The Amphibiox F/W 3013/2014 range is available for a variety of needs and occasions spanning formal and outdoors. The collection will be carried in the Geox flagship stores worldwide.

The campaign was developed by the Norwegian agency SMFB, and produced by MediaMonks from Holland. Geox collaboration with SMFB is part of a strong digital focus that aims to involve and engage people in the Geox brand.