New York City's Times Square was home recently to a“virtual faucet”that“rains”on passers-by at one of the business intersections in the Big Apple, thanks to a Clear Channel Outdoor advertising campaign.

CCO teamed up with kitchen and bath company American Standard to promote its DXV by American Standard line of faucets and other fixtures.

A stacked digital screen serving as an “umbrella,”combined with a video of water running out of a “faucet” and CCO's high-definition crowd camera, allows pedestrians to take cover together under the umbrella and share images of themselves with their friends with the hashtag #AS TurnsItOn.

In addition to the interactive crowd camera, an event,“The Art of Bathing,”illustrated shower and bathing habits using actual faux bathroom set-ups and virtual reality.

The Thorburn Group of Minneapolis designed the campaign to increase awareness for American Standard's kitchen and bath faucet business and enhance the company's perception beyond just being a company that makes toilets.