| Title | WATERSAVERS |
| Brand | UNILEVER/ WWF/ MISSING CHAPTER FOUNDATION |
| Product/Service | WATERSPAARDERS (WATERSAVERS) |
| Category |
F01. PROMOTIONAL ITEM DESIGN & PHYSICAL BRAND COMMUNICATION |
|
Entrant Company
|
DDB & TRIBAL WORLDWIDE Amsterdam, THE NETHERLANDS
|
|
Advertising Agency
|
DDB & TRIBAL WORLDWIDE Amsterdam, THE NETHERLANDS
|
Credits
| Gijs Sluijters |
DDB/Tribal Worldwide/Amsterdam |
Creative/Concept |
| Joris Tol |
DDB/Tribal Worldwide/Amsterdam |
Creative/Concept |
| Manfred Bik |
DDB/Tribal Worldwide/Amsterdam |
Strategy Director |
| Dylan De Backer |
DDB/Tribal Worldwide/Amsterdam |
Executive Creative Director |
| Joris Kuijpers |
DDB/Tribal Worldwide/Amsterdam |
Executive Creative Director |
| Jenny Johannesson |
DDB/Tribal Worldwide/Amsterdam |
Designer |
| Joris Blomjous |
DDB/Tribal Worldwide/Amsterdam |
Motion Designer |
| Nelleke Van Der Maas/Marieke Kuijl |
DDB/Tribal Worldwide/Amsterdam |
Design |
| Christian Borstlap |
Part Of A Bigger Plan |
Illustrator |
| Jan Willem Heining |
DDB/Tribal Worldwide/Amsterdam |
User Experience Designer |
| David Vogel |
DDB/Tribal Worldwide/Amsterdam |
User Experience Lead |
| Menno Schipper |
DDB/Tribal Worldwide/Amsterdam |
Creative Involved |
| Nils Taildeman |
DDB/Tribal Worldwide/Amsterdam |
Creative Involved |
| Ingeborg Van De Wouw |
DDB/Tribal Worldwide/Amsterdam |
Account Director |
| Vincent Breedveld |
DDB/Tribal Worldwide/Amsterdam |
Account Director |
| Davine Van Heese |
DDB/Tribal Worldwide/Amsterdam |
Agency Producer |
| Steven Beukers/Susanne Meier |
DDB/Tribal Worldwide/Amsterdam |
Project Management |
|
Elements Interactive |
Digital/Film Production/Sound Design And Editing |
|
De Geluiderij |
Music |
|
Green Dream Productions |
Video Production |
Brief Explanation
The biggest challenges were:
How do we change the routine behaviour of taking long, hot showers?
And how do we reach people while they’re in the shower?
The key objectives: reduce the average shower time in the Netherlands from 9 minutes to 5 and create awareness about the relationship between using warm water and the environment.
The Brief
Unilever & WWF partnered in 2013 to reach one big, shared goal: reduce the average shower time in The Netherlands from 9 minutes to 5.
Unilever is constantly improving the environmental impact of its production and packaging.
But consumers using its products cause 85% of CO2 emissions in the entire product chain for shower products. People don’t realize that heating up water is a huge source of Co2 emissions.
Brief: create a behavioural-change campaign that creates awareness about the relationship between the use of warm water and the environment AND reduces average shower time in the Netherlands
Main target audience: Families.
How the final design was conceived
To reach out and touch the parents in Dutch families we partnered with the one influential group everybody listens to: Their kids.
To get our message in the bathroom we used the one medium that could get there: our packaging.
We created Watersavers, a school programme that empowers children to become change agents.
In the class, kids make their very own shampoo or shower gel labels – with a motivational slogan and drawing to remind their family to take shorter showers.
In the shower, the bottle becomes a little billboard reminding everyone to turn off the tap on time.
Indication of how successful the outcome was in the market
263 Dutch elementary schools are running the Watersavers programme.
In the first year more than 15.000 unique bottles were made.
This means more than 15.000 reminders in showers that remind people to turn off the tap on time.
80% of the participating families review the campaign as positive and relevant.
But most importantly:
More than 60% of the participating families now take shorter showers.