description: The brief was to create an awareness campaign to help the environment by preserving natural resources. The idea was about reducing the use of water, by asking people to pee in the shower. Avoiding at least one flush per day, can save up to 12 litres, equating to 4,380 litres of water per year. It was originally aimed at the Brazilian public but generated buzz all over the world in more than 66 countries, in 5 continents. The campaign had zero investment and obtained $40 million in spontaneous media.

category: Case Studies

market category: Associations/Charities

client: SOS Mata Atlantica Foundation

brand/product: SOS Mata Atlantica Foundation (Rainforest Preservation)

creative director: Fabio Fernandes

art director: Eduardo Lima|João Linneu

copywriter: Eduardo Lima|João Linneu

pro bono campaign: Yes