Creative Gallery on Sustainability Communications


"Teaser for the ‘Imagine all the water’ video competition" For European Commission's Directorate General for the Environment
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Description / Synopsis

Generation Awake is a European movement that promotes smart consumption choices among young urban adults. It aims to increase awareness and help change consumer behaviour to support a wiser use of natural resources. The focus theme in 2012 is water. This video wants to inspire people to save water.


Generation Awake is a European awareness campaign on resource efficiency by the European Commission’s DG Environment. DG Environment wants to increase awareness of Europeans about their daily water consumption (especially the water consumed without thinking about it and the water that is ‘hidden’ behind the daily consumption of goods).


The campaign wants to raise awareness and drive behaviour change. Our main target group is young urban adults. We know that they are digital natives, spend a lot of time on social media where they consume a lot of video content, which they comment and share with their friends. The overall approach is to generate interest and participation through communications that are fun, smart, positive, hopeful and light hearted. We always base communications on the ‘selfish’ aspiration of young people to lead a good life, and be in control of their life. This teaser film for our video competition plays on this. We invite people to give their own translations of the quantity of water used to produce a pair of jeans, a hamburger, a bar of chocolate … and look forward to see the results !


The competition runs from September 10th to November 20th 2012. In general terms the Generation Awake campaign generated the following results: Since its launch in October 2011, the campaign website has generated over 255,700 page visits. The campaign videos have been viewed by over 2,400,000 people and the Facebook page ( has attracted close to 58,000 fans.

Title"Teaser for the ‘Imagine all the water’ video competition" ;
AdvertiserEuropean Commission's Directorate General for the Environment
Sustainability Themes Consumption Patterns, Education & Awareness, Production Patterns, Waste & Recycling, Freshwater
Date of First Publication 01/06/2012
Country of ProductionBelgium
Language23 EU official languages
TypeWeb Film
TaglineYour choices make a world of difference
Length101 seconds
Account Director: Laure Van hauwaert
Account Executive: Ophelie  Middagh ,  Tomas Sweertvaegher
Art Director: Philip Schiebold
Copywriter: Guillaume Gallant
Creative Director: Sam  De win ,  Seb De roover
Producer: Kenson