Mauricio Candela
Photographer at media 8
Miami, United States
TitleColgate Water Savers
Agency
Campaign Colgate "Water Savers"
Advertiser Colgate-Palmolive Company
Brand Colgate
Date of First Broadcast/Publication 2016 / 3
Business Sector Toothpaste
Tagline The water you waste it the water they need.
Story Brazil is facing its greatest water crisis in almost a century. With 41% of all treated water in Brazil wasted, Colgate realized they need people to take an active role in saving water in order to create real change in water usage.
Water conservation is a cause that is very near to Colgate’s heart – almost all of their products, from tooth-brushing to bathing require water. In 2016, Colgate took a more direct approach to evolve the communication to make it more personal for consumers. Through the Water Savers, our goal was to bring consumers face to face with the water scarcity issue and encourage them to share the obligation to preserve water.
A simple and impactful media activation helped Colgate raise awareness about water conservation among Marriott customers for a whole month starting with World Water Day (March 22) and it prompted word of mouth to reach millions more. 
Media Type Outdoor/Out of Home
Length
Managing Director Ranjana Choudhry
Executive Creative Director
Creative Director
Copywriter
Art Director
Production House
Account Director Fernanda Giacomelli
Sound Studio
Photographer
Account Executive Malia Cone

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