A great example of how to create your own media, when you can’t afford the use of traditional media.

With barely 100 hours of sunshine, Hong Kong’s monsoon season is the best time of the year to lure people to the sunny Philippines. But Cebu Pacific Air, the national budget airline, needed an idea to outsmart the bigger airlines offering similar deals.

Using innovative water-repellent technology, we hid QR codes in plain sight across town and waited for the rain to make them visible. These ‘rain-codes’ led to a mobile booking engine with special offers on flights. Once the rain stopped, the codes expired.

Flight booking grew by 37% month-on-month and showed that, with a little clever thinking, every cloud can have a silver lining.

Pivotal Ideas comes from playing and looking at things with a fresh, unexpected point of view - giving you a more exciting and engaging creative leverage to boost your brand above the clutter."

Alia Kardin, Creative Director, Jakarta

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