Water Con 2020
By conjuring images of nostalgia, the integrated campaign built an emotional connection with audiences of all ages – the older generation were reminded of tougher times, while the younger ones were inspired to continue building Our Water Story through a deeper understanding of what Singapore has gone through.
Client:
PUB
Agency:
Tribal Worldwide
Year:
2020
Role:
Art Director
Archive images
Diving deep into our past, we used archive images to highlight the countless difficulties faced by Singaporeans back in the day. These unmissable ads appeared throughout our audiences’ daily commute, from 6-sheet billboards at bus stops and MRT stations, to taxi wraps and bus wraps.
Microsite & Water Quiz
A microsite houses more information about Our Water Story, along with deals and promotions from partners. Also housed within the website is a fun and quick personality quiz that allowed viewers to find out just how much they know about our water, and if their water personality floats PUB’s boat when it comes to water conservation.
Animated Characters
We developed 8 animated water bodies to reflect the different personality types.
The girl in the ad
As an unexpected bonus extension to one of our ads, the girl in the picture of the 1978 flood reached out to us, and we decided to share her ‘Water Story’ as she recounted her experience.
Photo: Lianhe Zaobao
Featured on
Results
10%
Increase in positive brand perception
15%
Increase in claimed behaviour change despite the covid pandemic
>8,000
Water personality quizzes taken