Description / Synopsis Use Only What You Need is one of the most successful and widely acclaimed conservation campaigns ever. The campaign helped to change the culture of an entire city and nearly accomplish a ten-year conservation goal in just one summer. |
Context In 2006, Denver, Colorado was coming out of the second worst drought in its history and water consumption began to soar. As a result, the Denver Water Board set a ten-year goal to reduce use by 22% of pre-drought levels. They believed it was necessary to create a culture of conservation in the growing city. |
Philosophy/Solution A key consumer insight changed the conversation and shaped the campaign. We found that while many people were not open to conserving because it meant giving up something, everyone believed in cutting out waste. And the creative articulation of that strategy, Use Only What You Need, was created. |
Results After the first summer the campaign ran, water use dropped 21%, nearly reaching the ten-year goal of a 22% reduction. Since 2006, the campaign has continued to deliver equally impressive results each year. |
Title | "Use Only What You Need." |
URL | Sukle.com |
Agency | Sukle Advertising |
City | Denver |
Advertiser | Denver Water |
Brand Name | Denver Water |
Product Name | Conservation |
Sustainability Themes |
Climate Change & Atmosphere, Consumption Patterns, Desertification & Drought, Freshwater, Waste & Recycling, Education & Awareness
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Date of First Publication |
06/05/2006
|
Country of Production | United States of America |
Language | English |
Type | Outdoor / Out of Home |
Tagline | Don’t be that guy |
Awards |
-Graphis Advertising Annual for The Denver 50 -The Venice Festival of Media for The Obies -Lürzer’s Int’l for Communication Arts Advertising Annual |
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Account Director: |
Dana Cohen
|
Account Executive: |
Mackie Sweatman
|
Art Director: |
Andy Dutlinger
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Copywriter: |
Elliot Nordstrom
,
Jim Glynn
,
Zac Spector
|
Creative Director: |
Mike Sukle
,
Jeff Euteneuer
,
Pedro Saldarriaga
|
Others: |
Matt Carpenter
,
Michon Schmidt
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Photographer: |
Jamie Kripke
,
Richard Feldman
,
Tony D’orio
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Print Producer: |
Julie Mimmack
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