Moen imagines life without water in Havas Chicago campaign
Moen, a top faucet brand in North America, is featuring people enjoying water, but without the water, in brand campaign ‘Who Designs for Water?’
Moen ad over the Golden Gate
In the 60-second spot, we see the power of water in scenes where it has been removed. This includes people relaxing in a pool, kids playing in the surf, kayaking down the river.
Thus, the importance of water is highlighted, as kids play in a yard with a hose while pantomiming the effects of the hose blast, a woman steps gently into a pool, and the Golden Gate bridge spans a dry chasm. After all those effects-laden images, we see a girl waving her hand over a kitchen faucet as the water starts to flow.
Moen and Havas Chicago, Moen’s agency of record, created the spot and fully-integrated campaign that follows the insight – water designs our life, with the question, “Who designs for water?” The answer for this campaign is most obviously Moen.
The campaign’s 60- and 30-second spots will be followed by four 15-second broadcast and online spots and larger initiatives where Moen is shifting the focus of how people think about water in the category, including an upcoming ‘water census,’ the brand promises.
The campaign celebrates water as an awesome force of nature that’s often overlooked and taken for granted, to help people see it in a new way. In its own study Moen found that just in the US more than 1.5tn gallons of fresh water flow through Moen products each year.
Havas Chicago sought to dramatically and elegantly celebrate the insight that water has in designing our life with a sense of discovery and wonder. The 30-second brand spot will also be supported by a series of four product focused spots, all leading to the idea that ‘Water designs our life.’
See the spots and vote for the campaign by clicking the Creative Works box below.
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Havas Chicago
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