Drawing from a
range of award-winning work with water agencies and authorities throughout the
area, ETA was to re-brand the outdoor water use conservation program, formerly
known as iEfficient. To begin, the agency focused on channeling their creative
energy into the development of a new name, Defend the Drop.
An energetic, yet
educational sports theme shaped the campaign and collaborations with
world-class animators, media and voice actors produced a plethora of video and
digital content, urging viewers to take action and make water conservation a
way of life. The four-month campaign, targeting all adult residents within San
Bernardino county, begins in mid-February.
and planning were a vital part of this campaign to spread brand awareness for
the program and water-saving education. Digital and print billboards, movie
theater ads, in-image and in-screen digital ads, bus tails and gas station
television ads were just some of the media secured by the agency to promote
Defend the Drop’s brand and mission.