Street Advertising Revealed Only in the Rain

These days, I don't let early morning sunshine lull me into a false sense of security. The above average rainfall we've been experiencing is probably due to weather phenomenon La Niña, and I know it's bound to bucket down at some point during the day. Inevitably, my sky-blue umbrella has become my new best friend and I skulk in bookshops to avoid spontaneous downpours.

Advertisers in the Netherlands have discovered a way to make the most of a rainy day. Fresh Green Ads creates street campaigns with eco-friendly materials that are revealed with a spot of wet weather. Lasting up to 8 weeks, ads fade away when the puddles disappear.

Rain Campaign is a form of Clean Advertising, and according to the company "an environmentally friendly way of advertising on the street. With a template and a high pressure water sprayer the advertising message is cleaned out of the dirt on the street or on a wall. The result is a contrast between the dirty street and the clean message."

Sand, crop and water drop campaigns are other forms of Clean Advertising offered by Fresh Green Ads.

[Via PSFK]