It Only Happens When It Rains

There’s nothing new about guerrilla advertising, but this is quite special and pretty pop-up as well. Amsterdam-based advertising and design office MISTERWILSON invented a guerrilla campaigning strategy depending on rain water. Every time it rains the ad appears on the sidewalks. When the streets dry up, the rain campaign disappears. The communication will be visible on the street for at least eight weeks, depending on the amount of rain. According to its makers, rain campaigning is eco-friendly. This means no strange chemical waste will be left on the streets.


Tire brand Continental used this invention in their winter tire campaign. The winter tires of Continental are claimed to work better in rainy conditions. The hidden message appears in 500 locations in the Netherlands when it rains, and that’s pretty often. The locations are positioned in areas such as car parks, car park ticket machines and crowded places. Currently the Netherlands are covered with 15 centimeters of white powder, which makes the advertisement pretty invisible. Snow tagging is a smarter solution these days…

The people of MISTERWILSON will be giving a 20×20 lecture at our Pecha Kucha Night Amsterdam on Wednesday January 20 at Mediamatic. Click here to see the entire line-up of the night, click here to visit the Facebook event page.

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