Publicis Seattle Plays in the Rain for Bumbershoot

By Patrick Coffee 

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