Creative Gallery on Sustainability Communications


"Raincampaign Sea Life" For Fresh Green Ads
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Description / Synopsis

The raincampaign generates buzz and communicates Sea Life Scheveningen in a surprising and innovative way. It uses the notion that rainy days are perfect to check Sea Life Scheveningen and its amazing underwater species.


Fresh Green Ads© is an innovative green media agency. We offter a portfolio of sustainable media that create awareness and impact your brands, not the environment. Fresh Green Ads© is 100% eco-friendly and uses natural elements only. The Raincampaign is one of the green media that we represent.


Fresh Green Ads presents the Raincampaign, an environmentally friendly outdoor advertising campaign using only rainwater. Everytime it rains a Sea Life octopus appears on the streets with its huge tentacles, reaching out of manhole and sewer covers. The copy subtly alerts "Sea Life laat je niet meer los" (Sea Life never lets you go). When the rain stops and the streets dry up, the Raincampaign disappears again, creating a surprise effect on the public.


Within the first week of the campaign, Sea Life was mentioned in more than 300 blogs. It generated massive coverage in several different media channels, having more than 60, 000 viewers on Youtube related videos and more than 20, 000 Facebook and Twitter references. The number of estimated viewers comes up to 10 million people. Most importantly, the Raincampaign highlighted Sea Life's commitment to innovation and green sustainable behavior.

Title"Raincampaign Sea Life"
Original Title"Raincampaign Sea Life"
AgencyFresh Green Ads
AdvertiserFresh Green Ads
Brand NameSea Life Scheveningen
Product NameSea Life Scheveningen
Sustainability Themes Climate Change & Atmosphere, Education & Awareness, Seas & Oceans, Sustainable Development
Date of First Publication 04/01/2011
Country of ProductionNetherlands
TypeOutdoor / Out of Home
Original TaglineRaincampaign is a new, innovative way of communication in the world of advertising. Every time it rains, the advertising campaign appears on the street. When the streets dry up, the Raincampaign disappears again.
Length27 seconds
Creative Director: Bas Manders
Creative Team: Honkie Chan