Displayed in Rotterdam’s Alexandrium Square throughout October, ‘The Rain Billboard’ reveals a warm paradise when it comes into contact with rain, tempting passers-by with the prospect of warmer climes at Center Parcs Amsterdam.
The Netherlands is one of the rainiest countries in Europe, with October being its wettest month with an average rainfall of 84mm. The Dutch holiday provider used this to promote its tropical swimming paradises Aqua Mundo, which are maintained at 29 degrees all year round.
… we combined a new technology with an old school medium. Discovering new technological possibilities with old school means… how cool is that? ”
In English, the billboard reads: “Tired of the rain? Book last minute!” and reveals a “sunny offer” to those walking past in the rain. Ogilvy Amsterdam came up with the outdoor design which uses a special ink and chemical sheet that reacts with water to show the image.
Helen Fernando, creative at Ogilvy Amsterdam, comments: “In advertising, we’re constantly trying to be a pioneer when it comes to technology and the means we use.
“This time we combined a new technology with an old school medium. Discovering new technological possibilities with old school means… how cool is that? We developed a special ink using a special chemical sheet. Our tropical last-minute offer only showed when you wanted it most, during rainfall.”
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