Publicis Seattle makes use of rain to promote Music & Arts festival

Ads, Creativity

What if your weather includes a lot of rain? Well, you use it for rain-activated advertising, like Publicis Seattle did to promote Seattle’s top music & arts festival, Bumbershoot.

Because Seattle is known for bad weather and music, Publicis Seattle came up with an innovative OOH project to brings both of these elements to life in an interesting and impactful way – through rain-activated advertising.

The agency festooned city sidewalks (and a 75’ x 20’ space directly under the famous Seattle Space Needle) with water-activated paint messages.

The activation was completely created, designed and produced in-house. Publicis’ production team used a two-part spray paint system – called NeverWet – virtually invisible when dry, but which comes to the surface when touched by rain.

Targeted at Bumbershoot enthusiasts, the goal is to make the festival the most talked about event of the summer. This innovative way of spreading the word is a natural fit for the festival, but even more impressive was coming up with such a unique idea with practically no budget.

Credits: Publicis Seattle

  • Chief Creative Officer: Andrew Christou
  • Executive Creative Director(s): Steve Johnston and Stacy Milrany
  • Art Director: Julia Luplow
  • Copywriter: Jessica Walden-Morden
  • Producers: Wade Atkinson and Ryan Gorcester
  • Account Supervisor: Andrew Starmer
  • Strategist: Eric Powlesson
  • Photographer: Matt Simantov
  • Production Company: Publicis Seattle