The Metropolitan Water District of Southern California: Loving Water, 2

Credits & Description:

Advertised brand: The Metropolitan Water District of Southern California
Project: bewaterwise.com
Website: http://bewaterwise.com/
Advert title(s): “H2Love"
Headline and copy text (in English): various
Advertising Agency: Quigley-Simpson, Los Angeles, USA
Creative Directors: Sariah Dorbin, Kevin McCarthy
Copywriter: Scott Roberts
Art Director: Ilham Budihartono
Print Producer: Chris Kaye
Published: April 2017
Synopsis:
While the actual California drought emergency may have eased, the Metropolitan Water District of Southern California (a state-established cooperative of 26 cities and water agencies serving nearly 19 million people) wants people to know water conservation is still a priority. In a bold new $1.3 million campaign, they are evolving their public education message of two years ago, to combat conservation fatigue, make sure that Southern Californians don’t forget the importance of conservation (rain or shine), and make saving water part of their daily lives.
Los Angeles advertising agency Quigley-Simpson created the multilingual, multicultural “H2Love" water conservation campaign, which launches this week with a 1960s vintage vibe and a bright blue, water-inspired backdrop, encouraging people to keep on saving and keep on loving water. Multi-cultural partner agencies on the campaign included: IW Group for Asian/Pacific Islander American outreach, Lopez Negrete Communications for Hispanic and BaumanCurry and Company for African-American audiences. The media planning agency was GP Generate.
With lines such as “Loving water means saving water,” “Saving water matters here,” and “Love water. Save water. Always.” the campaign will appear on nearly 500 billboards and transit shelters across the Southern California region, many in Spanish, Chinese, Korean, Vietnamese and Tagalog, as well as on commuter buses and Metro trains. The campaign directs people to bewaterwise.com – Metropolitan’s online water conservation portal (available in English, Spanish and Chinese) – a comprehensive site with conservation tips, rebates and tools to help residents make water-saving more permanent.
Metropolitan will continue its call for conservation this Summer and Fall with an additional $3.5 million campaign.