The 2014 Bumbershoot Music & Arts Festival is less than a month a way, and to remind local Seattleites about the event, ad agency Publicis leveraged one of the things that the city has in abundance; rain.
While Seattle doesn’t rank highest in the amount of annual rainfall, it does rank in the top 5 in the US for cloudy days.
The agency used stencils and a spray system called NeverWet to create a message that repelled water. When the sidewalk was dry the message was invisible, but when it rained the message was revealed against the wet sidewalk around it.
[via Agency Spy]