Handmade OOH advertising promotes sustainability
Author: CIM COM
Ten arty Out of Home (OOH) ads for Denver Water conveyed the company’s long running message “use only what you need”. Each ad, was a handmade installation from Sukle Advertising and Design and displayed in bus shelters around the city. The handmade ads feature the tagline “You can’t make this stuff.” The campaign has just been honoured with an OBIE award in recognition of creative excellence in out of home advertising.
Crafted from a whole range of different materials from Post-it notes to Lego, and string to tin cans, the artistic ads show water in its many guises from droplets to sprays. The unusual treatments are enough to make you take a second look, and appreciate the environmental message.
Conservation is often viewed by Denver consumers as having to give up what you like. To avoid this negative association, the agency didn’t use the language of conservation, instead it focused on not wasting water, since consumers agree that waste is wrong. Water consumption in Denver has fallen in recent years, so the long running campaign is having a positive impact.