Thursday, August 27, 2009

Save the World, Pee in the Shower!

A great ad is one that can be understood across borders without the need for subtitles or translation. That’s the case with the TVC above created by F/Nazca Saatchi & Saatchi for the Brazilian environmental group SOS Mata Atlântica. The message here couldn’t be any more clear.

SOS Mata Atlântica says that if a household avoids just one flush a day, it can save up to 4,380 litres (1,157 gallons) of water annually. It’s the little ways we can make a difference each day. Adam Werbach, CEO of Saatchi & Saatchi S, focuses on the impact of our collective “nano-practices” – the hundreds and thousands of tiny things you do each day that together make up your lifestyle. In his 'Birth of Blue' speech last year, he explained the idea: “How you tie your shoes, the type of shoes you wear, your choice of socks, how you fold your socks, and whether you wear your shoes indoors. Instead of trying to change the big things about someone's identity…we start by finding daily or recurring practices that can express his or her values.” We all could cut down on our water consumption every day. It might be peeing in the shower, taking a shorter shower, or waiting a day to do a load of laundry. One thing can add up.

The other reason this TVC has had such a big response is the way it communicates with us. Sure, the environment is an important and serious topic, but preaching doom and gloom is no way to save the world. Instead of scare tactics and depressing statistics, this ad goes for humor, and there’s no better spokesperson for tomorrow than kids. They can diffuse any situation. The campaign includes posters, a television film and a website which features a frog imploring us to pee in the shower, all to generate awareness about water wastage.

Saving the planet turns out to be easier than expected. Listen to the children and xixi no banho!

1 comment:

Gretchen said...

Brilliant. So love the term "nano-practices." This is quite what's happening to the communications model as well. We are focusing our efforts on the power of one voice, a blogger, for instance -- nano-practices in our practice as advertisers. Great spot. Even greater thinking.