Educational and Image Campaign for tab water from “Hamburg Wasser”, the local waterworks. (Pitch)
Disciplines: Campaign Development, Logo Design, Art Direction
82,5% of the inhabitants of Hamburg describe the quality of their tab water as good oder very good.
But only 4% of it is used for food or drinking! Seems like everyone uses tab water, but drinking it is unpopular.
Compared to bottled water, the quality of tab water is tested more often and with stricter restrictions. The carbon footprint is 0,3604g CO2/l for tab water and 211,35g CO2/l for bottled water.
Tab water costs less than 0,5 cent per litre where as bottled water from a discounter (Aldi Nord) is at 13 cent and the market leader “Gerolsteiner” is priced 59 cent.
Tab water is a high-quality and local product, eco-friendly, comes without any packaging, is always accessable and low-priced!
Looks like we have more than enough benefits worth spreading.
The perception of Hamburgs Water Quality (Survey from “Hamburg Wasser”)
Usage of Tab Water in Private Households
Pricing of Tab Water and Conventional Sparkling Water in Euro
- Hamburg Waser, GUTcert, Dr. Jan Uwe Lieback, Sabine Schumacher „CO2-Fußabdruck, Verifizierung der vorhandenen Zahlen zum Vergleich von Leitungs- und Mineralwasser“ (November 2009),
With a OoH-campaign we get people guessing about “Hamburg Wasser” and simultaneously explain the benefits of tab water. And we do it in a typical Hamburg manner:
with deadpan humour and charme. In a second step we reveal that the local waterworks are initiators.
We aim to raise general awareness, convince more Hamburgers to drink tab water and strengthen the image of the waterworks.
“Hahn” is a colloquial expression for a faucet, and also means rooster in German, which is superb starting point for the logos design. The vivid illustration of “Hahn” is combined with the
grounded and geometric type Avenir Next. Blue tones and neutrals define the colour palette and we integrate the defined colours from “Hamburg Wasser”, too.
In terms of advertising I chose a minimal and clear design to underline the brands’ exclusivity and give the headline enough space - the true star of the campaign.
Logo and Design Elements
We kick it off with a mystery campaign introducing “Hahn”.
It claims to be a new, fancy water brand from Hamburg for sale at supermarkets throughout the city.
HL: The fine water from Hamburg.
HL: The water with the best ecobalance.
Copy: To distribute a litre of our water we need 600 times less CO2 compared to conventional sparkling waters. Find out more: hh-hahn.de
HL: We have something against plastic waste.
Copy: Our philosophy is: this water can’t be bought in plastic bottles. Find out more: hh-hahn.de
Landing Page with more information, events and testimonials (famous local chefs, musicians etc.) who support the brand.
Then, in a second step we uncover that “Hahn” isn’t a fancy water brand and label the ads with the logo “Hamburg Wasser” logo (the local waterworks).
HL: Looks like an ad for sparkling water. But it’s not.
Copy: Because you can’t buy this water in any supermarket. You already have it at home on tap. In finest quality. Strictly controlled. You can also get this pretty bottle at: hh-hahn.de
HL: Water you want to bathe in.
Copy: No problem: This water comes straight from the tab in finest quality for only 0,5 cent per litre.
Find out more: hh-hahn.de
HL: What’s up?
Map with distribution of OoH in the city centre
The billboards are customised to fit their surroundings and audience. Located in the nightlife district the headlines use youth slang, when close to an orthopedist the poster addresses back pains from carrying a heavy crates of bottled water.
I enjoyed creating this campaign mainly because I am convinced that switching to tab water reduces plastic waste in the long run. Unfortunately “Hamburg Wasser” didn’t buy the campaign, but it’s a case I love to share.