Publicis New York
Fri, 01 Aug 2014 11:14:00 GMT
Seattle is known for two things: Rain and music. To promote Seattle’s top music & arts festival, Bumbershoot, Publicis Seattle came up with an innovative OOH project that 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.
Created, designed and produced completely in-house, Publicis Seattle’s production team used a two-part spray paint system – called NeverWet – that is virtually invisible when dry, and comes to the surface when touched by rain. In the video you can see the installations in action, with fresh rainfall bringing the white block lettering to Seattleites’ sightline. Targeted at Bumbershoot enthusiasts, the goal is to make Bumbershoot 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.
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DOP: Matt Simantov
Production Company: Publicis Seattle
Creative Agency: Publicis Seattle
Art Director: Julia Luplow
Chief Creative Officer: Andrew Christou
Copywriter: Jessica Walden-Morden
Executive Creative Director: Steve Johnston and Stacy Milrany
Strategist: Eric Powlesson
TV Producer: Wade Atkinson and Ryan Gorcester
Advertiser: Bumbershoot Festival
Categories: Events, Sports and LeisurePublicis New York, Fri, 01 Aug 2014 11:14:00 GMT