To appeal to the creative audience that attend the Bumbershoot Music & Arts Festival in Seattle, the festival needed to come up with a super creative ad.
A lot of the time rain can put a real damper on festivals, and even day-to-day life, but for this ad, Bumbershoot made the rain work in its favor. Using water-resistant paint, a series of words were stenciled on the ground. These letters were totally invisible when dry, but when wet, phrases like "Seattle has two seasons: this and Bumbershoot," would appear, seemingly out of nowhere. Part of the beauty of this campaign is that it could be applied to a number of products or services that are sold or take place in similarly rainy cities.
Stats for Rain-Activated Ads
Trending: Older & Average
Research: 870 clicks in 87 w
Interest: > 3 minutes
Concept: Creative Ad
Related: 73 examples / 56 photos
Segment: Neutral, 18-35
Comparison Set: 27 similar articles, including: guerilla socialvertising, water-based graffiti ads, and guerilla marketing trickery.
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