Utah has faced its most challenging drought in decades. At the same time, convincing resistant Utahns to change their water-usage behavior has proven just as challenging. We were tasked with lowering that resistance and helping residents to be more mindful of their usage.
We went straight for the heart. Every living thing survives and thrives on water. By conveying a reverence for water, our message sought to change Utahns’ emotional connection to this life-giving element. This campaign was recognized with a National Gold from the American Advertising Federation.