Make Every Drop Count
In 2016 Colgate ran it's first Super Bowl campaign. It was a simple PSA style ad that asked people to think about how they waste water when they leave the tap running while brushing their teeth. The TV spot was originally shot independently by the agency's Peru team, and was altered slightly for the US Superbowl campaign. The campaign included a website, print and social activation that encouraged consumers to shut off the faucet while brushing their teeth. The campaign was awarded internally by Colgate-Palmolive with a Maestro award, and received recognition at Cannes.
Make Every Drop Count
PLATFORM | TV Superbowl Campaign, Print Ad, Website
CLIENT | Colgate
ROLE IN WORK | Art Director
Colgate toothpaste is the largest brand in the world, recognizable around the world, who could provide better platform to approach the problem of water shortage than a brand that is used in front of the sink? Building on the insight that the simple movement of turning off the water when you brush your teeth can actually make a big difference we created the #everydropcounts social media campaign.
The TV spot, created by a team in Peru, painted a moving portrait of how much value the water so casually wasted when brushing your teeth.
A print ad supported the idea that it's a very easy thing to do to make a big impact. just turn off the faucet.
A landing page drove more engagement and encouraged people to make their own pledge to "join the movement" and turn off the facet when they brushed their teeth, with the insight that you can actually save up to 8 gallons of water every day by doing this one simple thing.
Results
Nearly 3 out of 4 Americans who saw the campaign said they would change their habits, saving potentially 50 billion gallons of water per year.