The RainCampaign uses an environmentally friendly method to print a message onto the pavement. When rain falls on the concrete the message is revealed for passers-by to see. But when the sun comes out and the rain dries up, the message disappears like it was never there in the first place. The message appears and disappears like magic for around eight weeks.
The campaign highlights a very real connection between advertising, the product featured in the advertisement, and the environment. The campaign was developed for Continental Tyres. The message reads “Stop Quicker With Continental Winter Tyres.” Each place the message appears with rain is near a car park, a car park ticket machine or another location with plenty of foot traffic.