Background: The largest music festival in the Pacific Northwest knew the best way to increase overall sales was to sell more advance tickets. But the festival isn't top-of-mind to music-lovers in Seattle's soggy spring months.
Creative: We reminded locals that Bumbershoot is the city's best best season and just around the corner. The campaign launched in April with rain activated headlines strategically placed on sidewalks and pathways in and around Seattle Center, Bumbershoot's staging site.
Before it rained, the sidewalk was just a blank sidewalk.
Before it rained, the sidewalk was just a blank sidewalk.
Before it rained, the sidewalk was just a blank sidewalk.
Before it rained, the sidewalk was just a blank sidewalk.
RAIN ACTIVATED MESSAGES AROUND SEATTLE CENTER
POSTERS, PRINT, OUTDOOR AND DIGITAL
ONLINE VIDEOS AND TV