See it in the Rain

One new idea for every day in 2011. We're talking big, small, local, international, in action and on the drawing board. Here's today's -- what's yours?Sea

Leave it to the Dutch to invent something you can only see after a good rain.

Sea Life Scheveningen (Holland's Sea World) debuted its latest street-inspired marketing strategy -- namely, a water-repelling, bio-friendly chemical that's stenciled onto the sidewalk.

During an almost-daily downpour, the stenciled octopi appear in the concrete. Sea Life's marketing company, Fresh Green Ads, says the messages remain visible for up to eight weeks. Now, if they'll come up with something that's only visible when it's more than 100 degrees ...


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