The objective behind the campaign was simple: Get people to think about the annual Labor Day music festival in a way that surprises and delights. We wanted to give the people of Seattle a little unexpected reminder of the goodness and fun that's in store at the end of August. You see, Seattleites like to say that they look forward to summer all year long, because for the remainder of the year it’s likely raining. So we created a variety of messages that would speak to passersby only during these dreary times, reminding them that it gets better.
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