Bumbershoot's Creative Ad Puts the Constant Seattle Rain to Work
Laura McQuarrie — August 31, 2014 — Marketing
References: bumbershoot.org & creativecriminals
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, 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.
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, 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.
Trend Themes
1. Rain-activated Ads - Brands can utilize water-resistant paint to create invisible messages that only appear when wet to create interactive and exciting advertisements.
2. Weather-responsive Marketing - Brands can integrate weather patterns as a means of creating targeted and effective marketing efforts.
3. Event Marketing Innovation - Events can benefit from incorporating innovative marketing campaigns that attract and engage attendees in unique ways.
Industry Implications
1. Advertising - Advertising agencies can use rain-activated ads to create interactive and exciting campaigns for their clients.
2. Event Management - Event management companies can incorporate weather-responsive marketing to better understand and engage with attendees.
3. Tourism - Cities that experience heavy rainfall can implement rain-activated advertising to promote tourism and travel in their area.
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