WPP-owned creative agency, Y&R, has devised a water-saving campaign for Colgate, which has been brought to life in collaboration with AZIMUT Hotels - one of the biggest … read moreinternational hotel chains in Russia. Thanks to its highly innovative approach, this activation has reached an audience of 48 million in less than a month. The educational campaign makes use of bathroom mirrors across the AZIMUT Hotel chain, revealing educational messages about water usage. The messages appear when the mirrors become steamy, thanks to anti-condensation substance and waterproof marker. They reveal facts around our use of water, one of the earth’s most valuable resources, and how to avoid wasting it. According to Y&R and Colgate, which have a long-standing relationship, wasting water is one of the major ecological topics facing the world today. According to the PMC report, each of us wastes between 125 – 340 litres of water a day. Nevertheless, people don’t feel personal responsibility for this waste of the earth’s resources. To attract attention to this issue the #SaveWaterMirror activation was devised to coincide with ‘World Water Day’ on March 22 – an initiative launched by the UN in 1993 in order to attract attention to the world’s water crisis. The campaign turns hotel mirrors into media, in a highly original way.
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