Completion Date: May 2009 Design Firm: LaBreche Art Direction & Design: Andy Lund Client: City of Minneapolis
The City of Minneapolis hired LaBreche to lead positioning, strategy and execution of a public awareness campaign aimed at getting more Minneapolis residents drinking the city's high quality tap water.
Leveraging humor, LaBreche focused the key messages on the value and sustainability of tap over bottled water. The design was clean and minimal with an abundance of movement. The web was chosen as the home of the campaign because it was a cost-effective way to scale messages to a wide range of audiences. Supporting tactics included developing light-hearted promotional videos, social media, community events, public relations and display advertising.