Rainy Day Brand Activation Almost everyone loves the smell of rain but not the water damage that comes along with it. Seattle-based artist Peregrine Church wants you to enjoy wet sidewalks too, so he decorates them with graffiti that only appears when wet with rain. This kind of semi-magical trick is achieved through the use of superhydrophobic materials. Once the painting of the sidewalk is complete it remains dry and invisible, and after a rainfall or any contact with water, an awesome array of designs comes to life for citizens to enjoy.Although the graffiti is temporary, the images can last up to 18 months and the superhydrophobic coating is non-toxic. The creation process is done similarly to regular graffiti, beginning with a stencil, then applying a coating wherever applicable, probably at night. This form of brand activation surely keeps passers by inquisitive and always aware of any form of art displayed on the sidewalk…I guess one can look forward to a rainy day now.