# Rain-Activated Ads Bumbershoot's Creative Ad Puts the Constant Seattle Rain to Work By Laura McQuarrie | Published 2014-08-31 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/creative-ad References: [creativecriminals](http://creativecriminals.com/bumbershoot/rain-activation) & [bumbershoot.org](http://bumbershoot.org/) 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](https://www.trendhunter.com/trends/dehydrating-book), 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](https://www.trendhunter.com/trends/engineered-for-whatever). ## Trend Insights (Trend Hunter) - Score: 3.7/10 - Popularity: 29% | Activity: 74% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Publicity Stunts](https://www.trendhunter.com/publicitystunts) ## Key Themes ### Why This Trend Is Growing - **Rain-activated Ads:** Brands can utilize water-resistant paint to create invisible messages that only appear when wet to create interactive and exciting advertisements. - **Weather-responsive Marketing:** Brands can integrate weather patterns as a means of creating targeted and effective marketing efforts. - **Event Marketing Innovation:** Events can benefit from incorporating innovative marketing campaigns that attract and engage attendees in unique ways. ### Industries Being Reshaped - **Advertising:** Advertising agencies can use rain-activated ads to create interactive and exciting campaigns for their clients. - **Event Management:** Event management companies can incorporate weather-responsive marketing to better understand and engage with attendees. - **Tourism:** Cities that experience heavy rainfall can implement rain-activated advertising to promote tourism and travel in their area. ## Related on Trend Hunter - [Branded Rain-Themed Installations](https://www.trendhunter.com/trends/rain-experience.md) - [Nature-Centered City Campaigns](https://www.trendhunter.com/trends/visit-seattle.md) - [Innovative Outdoor Advertising Campaigns](https://www.trendhunter.com/trends/outdoor-advertising-campaign.md) - [Pollution-Removing Murals](https://www.trendhunter.com/trends/this-campaign-sucks.md) - [World-Class Billboard Ads](https://www.trendhunter.com/trends/corona-sun-activated-billboard.md) - [Feel-Good Ad Campaigns](https://www.trendhunter.com/trends/make-life-brighter.md) - [Photosensitive Book Experiences](https://www.trendhunter.com/trends/the-outside-book.md) - [Artist-Designed Umbrella Series](https://www.trendhunter.com/trends/shed-rain-artist-series.md) - [Cheeky Adult Wipe Campaigns](https://www.trendhunter.com/trends/goodwipes-launched.md)