How do you encourage people to use less water?
This was a quandary that Denver Water hired the creative agencySukleto help solve.
At the start of their campaign, they had a ten-year goal of reducing water consumption by 22%.
After the first year, water reduction was already down by 21% thanks to their creative solutions.
Before designing anything, Sukle conducted research and determined their initial target audienceeco-conscious people.
Once they knew that, they spent time understanding this group of people.
We uncovered their sensitivity to the concept of waste,Sukle wrote.
That helped inform the campaign message: Use Only What You Need.
It didnt feel like a sacrifice.
To accompany the well-thought tagline, the agency has consistently delivered on the eye-catching and often amusing visuals.
For the Use Only What You Need campaign, they played with scale.
On one billboard, their design occupied only a fraction of the usable space with their chosen message.
Another billboard compared three brainsa human, cow, and grass.
Grass, of course, doesnt have a brain, which prompted the caption, Grass is dumb.
Water 2 minutes or less.
Your lawn wont notice.
You Cant Make This Stuff occupied bus shelters throughout Denver to make their point.
For more of Sukles ingenious advertising, scroll below.
