Title	THE DROP THAT LEADS TO AN OVERFLOW
Brand	AYUNTAMIENTO DE MADRID
Product/Service	INSTITUTIONAL WATER SAVING CAMPAIGN
Category	E01. Standard Sites
Entrant	AYUNTAMIENTO DE MADRID, SPAIN
Idea Creation	SEPTEMBER Madrid, SPAIN
Production	SEPTEMBER Madrid, SPAIN

Name	Company	Position
Vic González Pozo	SEPTEMBER	Executive Creative Director
Marta Rabadán	SEPTEMBER	Head of Art
Lara Vázquez	SEPTEMBER	Art Director
Belén Graña	SEPTEMBER	Copywriter
Paco Ribera de Gracia	SEPTEMBER	Managing Director
Christian Cardenal	SEPTEMBER	Account Director
Ana Vicario	SEPTEMBER	Account Executive

Cultural / Context information for the jury

Our goal was to convince the citizens of Madrid that we need to change our habits in order to save hundreds of litres of water every day. And we thought,what better way to do it than leading by example. That is why we decided to change the traditional way of carrying out outdoor advertising and innovate in order to be the first to change our habits and save water ourselves. That was how we made the decision to collect the posters from other Madrid City Council campaigns and reuse them, turning each poster over, in order to convey our message on the back. With this idea,we avoided creating over 250 new posters, which would have meant a water footprint of more than 90,000L of water. In so doing,we managed to create the first outdoor save water campaign,which really saved water and shows that that things can always be done differently.

Please outline the innovative elements of the work

Re using old advertising posters from the Madrid City Council and using manual printing methods on the back, we managed to save almost 90,000 liters of water in the outdoor campaign. In this way, our message to citizens about the need to save water became more solid because the City Council was the first to save water in its outdoor campaign. We abandoned plotter printing and printed the back of the posters manually, creating 250 new and original posters to launch our campaign. With the arrival of the night and the illumination of the out of home supports, citizens could discover the old posters.