Holiday ads are made out of rain
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During monsoon season, the city of Hong Kong is left deluged by rain, making it one of the most popular times for residents to take a vacation. Taking advantage of this sentiment, Philippines-based airline Cebu Pacific created a sidewalk ad campaign promoting the country's sunnier climate, which only shows up when it's raining. Created by ad agency Ogilvy Asia, the campaign used a water-repellent spray that was stencilled onto the sidewalks of Hong Kong in busy locations. When the weather was dry, the ads weren't visible. But when the rain fell, however, the streets became wet and the sprayed sections…
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