Not only is rain Mother Nature's way to wash your car for free, it also serves as an ad medium to promote a music festival in one of the rainiest cities in America: Seattle. To promote the city's popular music & arts festival, Bumbershoot
, Publicis Seattle
devised a rain-activated advertising project on city sidewalks. The agency used a two-part spray paint system called NeverWet that is almost invisible when dry but comes to life when touched by water. Watch a video of the installation here
. Next up: fogvertising in Los Angeles?