Have you ever noticed how much freshly cleaned sidewalks stand out? They really get your attention, right?
The people at Mister Wilson (the dutch agency responsible for Fresh Green Ads) noticed that too, and came up with a way to use that space in an innovative way, turning it into a platform for new ads.
The previous MO of the advertising world has been to staple, stick and hang pieces of paper or plastic on already existing structures. That means ADDING more waste and visual clutter to an already busy landscape.
Fresh Green Ads is SUBTRACTING color from sidewalks in order to reveal a message that is only readable when it rains…. how awesome is that?!
I’ve tried to get more info on how the process actually works. I’m guessing it might be a sealant, so that water is repelled and doesn’t absorb into the concrete making the spot lighter. I’m not 100% sure, but I guess that’s why it’s a secret: if they keep us guessing, they can get the credit they deserve!
Raincampaign is only one of the methods they use to get the message across. They also create ads in crops, water drops, sand sculptures and sand printing, each of which produces a high-impact piece with minimum environmental costs.