An octopus that only shows up in the rain
Fresh Green Ads is a green media agency from Amsterdam that developed a Rain Campaign for Sea Life Scheveningen.
Every time it rains the octopus of Sea Life Scheveningen appears on the streets with its tentacles holding the text: “Sea Life laat je niet meer los” (Sea Life never lets you go). When the streets dry up the Rain Campaign disappears. The striking and environmentally friendly message remains visible for up to eight weeks.
The weather trigger is the headline
The campaign is not just placed outdoors. It is activated by the outdoors. Rain becomes the on-switch, which makes the appearance feel like a small surprise rather than an imposed ad.
In outdoor and ambient media, context-triggered visibility works best when the environment itself becomes the activation switch.
Why it fits Sea Life perfectly
Water is not a backdrop here. It is the medium. The octopus “arrives” with rain and disappears when the street dries. That behavior mirrors the theme and makes the line “never lets you go” feel playful instead of pushy.
The quiet business logic
Create repeated moments of attention without constant visual clutter. You get spikes of visibility exactly when conditions are right, and then the street returns to normal.
What to steal from this
- Use context as a trigger, not just as a location. Weather can be a switch.
- Let the brand idea control visibility. Appear. Disappear. Create surprise.
- Build sustainability into the execution so the cleverness is not wasteful.
A few fast answers before you act
What is the Sea Life Scheveningen Rain Campaign?
A street-message activation that appears when it rains, showing a Sea Life octopus and the line “Sea Life laat je niet meer los” (Sea Life never lets you go).
Who developed it?
The post credits Fresh Green Ads, a green media agency from Amsterdam.
What happens when the streets dry?
The rain-activated message disappears as the street dries.
How long can the message remain visible overall?
The post says the environmentally friendly message can remain visible for up to eight weeks.
