Cebu Pacific is a budget carrier with a small marketing budget. This was a highly cost-effective solution by using industrial strength water repellent spray to craft a message that had a powerful and surprising effect on people. It was only activated by the uncontrollable weather in Hong Kong.

因為是廉價航空公司,所以只有極少的預算去做市場推廣;於是,我們想出一個極具成本效益的方案,就是以工業用的強力防水噴霧在地上寫上廣告信息,針對陰晴不定的香港,只待大雨一下,信息出現,更能挑起人們飛往陽光國度的意慾。