Here’s a quick slice of “experiential” for a Friday morning. Publicis Seattle, tasked with promoting local arts and music festival Bumbershoot, got creative in playing on the one thing everyone associates with the city: rain.
Some behind-the-scenes on these water-activated ads: the agency’s creative team used NeverWet, a “two-part spray paint system” that’s invisible when dry, to stencil these messages on several stretches of city sidewalk for “practically no budget.”
They also inspired us to find our favorite related quote from our favorite fictional Seattle resident:
Niles Crane: “Is that rain?”
Frasier Crane: “No, that’s God crying.”
Credits after the jump.
Agency: 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