We were briefed to create a water awareness campaign at Rocking the Daisies 2014 festival that would seamlessly tie-in with the ‘Journey of Water’ campaign developed by Ogilvy One for WWF SA. Our aim was to create awareness around pollution to our water catchment areas and encourage water wise behaviour in a fun, educational and interactive way that would appeal to the target market. We developed the line “Don’t let the party run dry” and were able to equate soberness to climate disaster, which floated well with festival goers. The campaign consisted of pre-festival online conversations on Facebook and Twitter, as well as relevant placement of communication specific to target areas.

By using the already set up "Hydration Stations" we were able to name each one after an important water catchment area
in South Africa. The aim was to educate festival goers about the threats to our water supply in a tactical way.