Denver Water pastes ads over old billboards

Headshot of Tim Nudd

Sukle Advertising & Design is back with some more billboards in its long-running, much-lauded Denver Water campaign. The old ones were pretty eye-catching, with only small sections of the billboards being used, with the rest being an empty frame, along with the message, "Use only what you need." For the new effort, Sukle placed thin vinyl snipes over existing billboard ads to emphasize conservation and the idea that "Waste is out." See two more executions here. (The agency got approval from the previous advertisers, including Anthony's Pizza, Fairmount Cemetery, Qdoba and Steamboat Ski Resort, before pasting over their messages.) Sukle says the snipes use only 8 percent of the vinyl that a newly printed board would [DASH] though of course the average person on the street won't know that (it looks like about half), which makes the campaign a bit more confusing than the earlier stuff, whose effect was instantaneous.

@nudd Tim Nudd is a former creative editor of Adweek.