City of Los Angeles

Citywide 360 Campaign

Save the Drop

 

This water saving campaign all began in an after hours effort to spark behavioral change during a historical drought in Los Angeles in 2014.

Los Angeles is a very dry climate, importing all its water from northern California, but Angelenos were at the time, oblivious to their wasteful ways.

Instead of shaming them, we used positive reinforcement to empower them to make water-saving a natural part of their day. We humanized peoples relationship with water and created an emotional connection to the precious resource.

We partnered with the mayor of LA and created a citywide campaign that ran for over 5 years and reduced water use by 20%.

We worked with the Mayor's team to place hyper-targeted, bilingual content across billboards, bus shelters, radio spots, social, TV, and cinema. Celebs like Steve Carell, Moby, Jaime Camil, and Steve Aoki lent their talents too.

The campaign was a huge win for water and something I will always be proud of having a hand in.


- Campaign of the Year @ ThinkLA
- Bronze in Integrated Brand Campaign @ LA Addy Awards