Expertise
Creative Strategy
Creative Direction
Copywriting/Script Writing
Animation
Video Pre and Post Production
Challenge
The City of Austin Watershed Protection Department needed to create awareness about non-point source pollution and communicate behaviors that could help keep our local environment clean.
The marketing team wanted unique videos for each division initiative:
• Scoop the Poop for the Austin Parks & Recreation program
• Grow Green for their gardening education program that promotes sustainable landscaping practices
• Pollution Prevention & Reduction messaging for their Environmental Monitoring and Compliance team.
Solution
We conducted stakeholder interviews with various experts within the Austin Watershed Protection department to understand the key messages we needed to communicate within each video.
To encourage civic engagement, we created light-hearted 15 & 30 second PSA videos in English and Spanish, using animation and stop-motion, and 10-second radio ads. In “The Poopetrators” and “Be Like Bud,” we developed personas to help citizens identify current and desired behaviors that affect local waterways. For “Pollution Hotline,” we created a rhyming call-to-action for memorability.
Results
"Be Like Bud” for the Grow Green initiative won Marcom Platinum for excellence in marketing and communication and the American Illustration 43 Winner.
The Scoop the Poop initiative, “The Poopetrators,” won Marcom Gold.
The entire campaign won an American Advertising Awards “ADDY” from the American Advertising Federation Austin and Vega Digital Gold for Environmental Awareness.
