Denver Water Launches New Water Conservation Campaign Created by Sukle Advertising & Design

Acclaimed "Use Only What You Need" Campaign Revived with New Twists: Denver Water announced today the launch of its new water conservation campaign created by Denver-based award-winning ad agency Sukle Advertising & Design. The campaign delivers clever new twists on the successful "Use Only What You Need" campaign from last year, which contributed to an overall reduction in water usage last summer.

Denver, CO (PRWEB) July 25, 2007 -- Denver Water announced today the launch of its new water conservation campaign created by Denver-based award-winning ad agency Sukle Advertising & Design. The campaign delivers clever new twists on the successful "Use Only What You Need" campaign from last year, which contributed to an overall reduction in water usage last summer.

"Our citywide Tap-Smart Plan aims to reduce Denver's overall water consumption by 22% from pre-drought (2002) levels," said Trina McGuire-Collier, Manager of Community and Media Relations for Denver Water. "This campaign is a big part of that effort, and this year's revival of the campaign adds new creative ideas that make it particularly engaging and memorable."

The new campaign reinvigorates last year's eye-catching, highly engaging orange and white billboards, and the popular "Use Only What You Need" yard signs and taxi. This year, Denver Water, with Sukle Advertising and Design's help, has added new features:

Internet
Denver Water introduces www.useonlywhatyouneed.org. It's a new interactive web site where free wise-water-themed items are available for Denver Water customers to wear and share. These "Fre Bs" extend the message of the campaign virally in a cost effective way. New items will be added throughout the summer to encourage frequent visitation. Visitors will also find conservation tips and other interactive elements like a downloadable desktop widget. The widget will provide weather alerts and sprinkler programming suggestions and also notify users about new free products.

Viral Video
Another campaign element is a humorous viral video featuring drunken flowers that are suffering from too much water to drink. The spot will be distributed virally and run on YouTube and other web video hosting providers. It will also run as a part of Channel 9 KUSA's "Live Green Campaign". To view the creative spot, log onto http://www.sukle.com/dw_flowers_full.html.

Billboards
Sukle Advertising & Design has created a captivating new "floating billboard" at 8th Avenue and Santa Fe. When lit at night, the billboard's "Use Only What You Need" channel letters appear to float in the night sky. Other billboards, along with buses, include the recognizable orange and white signage with catchy new phrases urging residents to "CNSRV," "SV WTR" and "GV A DM."

Elevators
Further extending the campaign into peoples' daily lives, decals have been created for elevators in office buildings and public areas. Applied on the outside of elevator doors, the decals are made to look like shower curtains. "Shower With Friends…Use Only What You Need" is the message that appears.

Yard Signs
The original free item is back by popular demand this year. Last year almost 3,000 Denver Water customers proudly displayed their support of "Use Only What You Need". This year Denver Water has printed several thousand yards signs and the signs are ready for distribution. Customers can get a yard sign by visiting www.useonlywhatyouneed.org or by calling Denver Water.

"The objective of this campaign is to instill a long-term conservation ethic among Denver-area residents," said Mike Sukle, President of Sukle Advertising & Design. "Our approach is three-fold: awareness, engagement and activism. This year, we have infused the campaign with interactive components and unusual sightings so the message really sticks and water conservation becomes a lifestyle choice."

The "Use Only What You Need" campaign runs from July 2007 through October 2007. Denver Water will roll out more surprise "guerilla" tactics as the campaign progresses.    

"Our future depends on responsible water use," said McGuire-Collier. "We are enthusiastic about this campaign. Last summer Denver Water saw a 21% percent decrease in water usage, and consumer awareness contributed significantly to that milestone."

For more information on Denver Water and water conservation, visit www.Denverwater.org. To view more creative projects by Sukle Advertising & Design, log on to www.sukle.com.

Denver Water
Denver Water is the oldest and largest water utility in Colorado. The agency serves nearly 1.3 million people in Denver and many surrounding suburbs.

Sukle Advertising & Design
Since 1998, Denver-based Sukle Advertising & Design has been crafting globally-recognized, compelling and memorable ideas that create results for their clients. Sukle takes pride in coming up with unique, big picture solutions that get to the heart of the real challenges facing their clients' brands instead of prescribing the same old media solutions over and over. They believe it's not the size of the budget that matters, but the courage of smart clients who are willing to leverage insightful creative ideas, that create impact. For more information about Sukle, visit www.sukle.com. No, not suckle, SUKLE.

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