Y&R New York and Red Fuse (its dedicated Colgate unit) launched a campaign aimed at raising water sustainability awareness as part of the brand’s long-term sustainability strategy and 2020 goals. Launching in Mexico and Argentina before rolling out in other global markets, the campaign reminds viewers to turn off the tap while brushing.
The 30-second broadcast spot, “Sink Child,” which will make its debut in Mexico, shows a young woman brushing her teeth while leaving the faucet running in the top half of the screen. Meanwhile, in the bottom half, a girl wanders in vain with a bucket in search of water. The simple message is driven home with the line, “What you waste in two minutes is what she lives on for two days.” With the ongoing drought in California bringing more attention to water conservation issues, the ad is especially timely and focusing on running the tap while brushing keeps the message brand-relevant while also giving people one small behavior they can change to help with the issue. A print campaign, featuring ads with similar text, will appear in Argentina before rolling out in other global markets and the campaign will also feature OOH elements. One of the print ads is included below.
Campaign name: Sink Child
Media: TV, Press, OOH
Published: April 2015
Market: The Americas
Language: Spanish, English and regional adaptations.
Headline and copy text: What you waste in 2 minutes is what she lives on for 2 days.
Agency: Y&R New York / Red Fuse
Executive Creative Director: Gloria de la Guardia
Creative Director: Antonio Arias, Arturo Goñi
Art Director: Randy Diaz
Copywriter: Borja Eizmendi
Creatives (TV): Gabriel Pena, Samuel Melgar
Retouch: Gabriel Chouy
Print Production: F:16 Producciones/ Youruguay
Production Company: Whiskey Films
Producer: Paola Forero, Luis Alberto Silva
Director: Pipe Ybarra
Director of Photography: Junior González
Editing: Julian Santarriaga
Post Production: Norman Perez, Harold González