Rain Proudly Built in America

As America faces fresh water scarcity and droughts that cost billions, next-generation cloud seeding startup Rainmaker has teamed with independent creative agency and studio HAYMAKER on a new campaign to highlight the truth about Rainmaker’s technologies, which provide efficient and safe solutions to drought. The work includes out-of-home and digital video creative elements, beginning in Washington, D.C., to showcase the science and real-world results of cloud seeding innovations for lawmakers, policy-makers, and communities. The out-of-home ads will be featured at D.C.’s Capitol South Train Station, near Capitol Hill, as well as Salt Lake City.

“Today, more than 100 million Americans already live in drought conditions, and that number will only continue to rise,” said Garrett Schabb, Head of Brand and Comms, Rainmaker. “Water scarcity touches everything, from food prices and utilities to the health of people and the natural world. Cloud seeding is a proven, American-made technology that can give farmers and communities access to the freshwater they need, when it’s needed most. Our creative partnership with HAYMAKER is shedding light on how this technology is working today, and how Rainmaker will continue to fight one of the most urgent crises facing the global population.”

HAYMAKER – an Emmy award winner and three-time Ad Age Small Agency of the Year recipient – provided strategic, creative and production support for the campaign.

On the billboards in D.C., which recently launched, headlines include “WE BUILD RAIN,” “AMERICA NEEDS RAIN” and “DROUGHT IS NOT OUR DESTINY,” and startup Rainmaker is cited as The American Rainmaking Company. A Salt Lake City billboard touting how “WE CAN REFILL THE GREAT SALT LAKE” speaks to hopes and goals around replenishing the prominent national landmark. Rainmaker uses precision drones, weather modeling, and radar validation to make rain where it matters, working with nature to protect it.

“Drought isn’t a future problem. It’s a present one, and it’s personal,” said Jay Kamath, Founder and Chief Creative Officer, HAYMAKER. “Rainmaker is working on a solution most people never see, but many feel. We approached it like any great American infrastructure story that is built with big ambitions, built to last, and built for the public good. The creative reflects Rainmaker’s direct, no-nonsense belief that earning trust means telling the truth, while helping change how both policymakers and the public think about what’s possible when it comes to securing water for the country.”