Rain-activated messages advertise annual festival

Bumbleshoot is Seattle’s annual international music and arts festival that occurs every Labour day weekend across indoor theatres and outdoor stages.

Advertising the festival is not as easy as it looks though in a city where rain and the accompanying umbrellas are the number one deterrent for looking up at traditional billboard advertising.

Publicis Seattle decided to turn this potential problem to their advantage and work with the rain rather than against it. Using a two-part spray painting system called NeverWet, the ad agency produced rain-activated messages on the Seattle sidewalk, ensuring that the Bumbleshoot ads appeared all around the city whenever the rain did.

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