This is a creative idea for a TV advertising campaign for Canal Isabel II, the public utility company responsible for the public water supply and treatment in the Madrid area. It is the equivalent of Thames Water in London.
Their communication strategy involves two areas:
1/ The importance of taking care of water as it is a limited resource showing people ways to save water.
2/ By making an individual effort, we can save a little bit of water. Considering there are over 6 million people in the Community of Madrid, the overall contribution means we are saving a lot of water.
Their brand message is ‘Every drop counts’ (‘Cada gota suma’)
We realized there are hundreds of everyday products that use water in one way or another. If we can show people how to use those products in a smarter and more efficient way, we can show them how to save water. And if everyone in Madrid follow these easy tips, together we will all be saving a lot of water.
We would partner with brands that were advertising relevant products on TV like razors, washing machines, shampoo and hair products, toothpaste and any other product that involve using water. Right after the TV ad, we would air a 10 second spot that shows how to use that product while saving water.
This creative TV commercials are part of an ambitious media plan to partner with the right brands and products while producing dozens of different ads tailored to a specific product.
There are a thousand ways to save water.
Every drop counts.