When rain falls, as it tends to do in Scheveningen, this ad appears on the pavement with the tagline: "Sea Life never lets you go" enticing people to visit the Sea Life aquarium instead of running around the wet streets. The 'ink' on the pavement lasts for six to eight weeks, so there's ample time to see this new twist on pavement guerilla. Bonus: it's 'eco-freindly' in that it doesn't stick around too long like other chalk pavement campaigns have done. (I have no idea what's in the 'ink' so I can't vouch for it, but if you ever want to do this on cloth, pain your message with egg-white and iron the cloth for the same effect).

Client: Sea Life aquarium in Scheveningen Created / developed by: Green Media FRESH GREEN ADS©

about the author

Dabitch Creative Director, CEO, hell-raising sweetheart and editor of Adland. Globetrotting Swede who has lived and worked in New York, London, San Francisco, Amsterdam, Copenhagen and Stockholm.

Comments (2)

  • Dabitch's picture

    Yeah, I'd love to use this technique for something. Arrows pointing out the nearest umbrella salesman? ;) Maybe footprints, leading the viewer to a great running path that is always deserted when it rains & the "just do it" Nike swoosh as they have some great weather resistant gear.

    May 26, 2011

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