Use Only What You Need

After a decade of creative communications inspiring customers to conserve, Denver Water’s award-winning campaign “Use Only What You Need” is coming to a close. Alongside the innovative billboards and goofy benches pictured, the campaign was known for crowd-stopping acts like when a toilet ran across Mile High Stadium and was tackled by a pseudo security guard as the scoreboard displayed: “Stop running toilets.” The end of this clever campaign is only to make way for a new message, ideated with contemporary, digital advertising trends. “Think less billboard, more hashtags,” communications representative Ann Baker says. While they haven’t released what their next idea will be, they have hinted that it will be a broad message encompassing conservation and water quality that ignites a two-way conversation between Denver Water and its customers.