Message in a bottle
john st., a Canada based independent agency, developed an innovative but simple campaign called Stop the Drop to raise awareness on dropping water levels.
Once Leo Burnett said, “Make it simple. Make it memorable. Make it inviting to look at. Make it fun to read.” Following these words now is john st, a Canada based independent agency, which has developed a well appreciated campaign backed by a simple idea that achieved the desired results and recognition. The FaPSaLJQ ‘6WRS WKH DURS’ ZaV GHYHORSHG IRU a GHRUJLaQ %ay-EaVHG QRW-IRU-SURfiW RUJaQLzaWLRQ aQG WKH REMHFWLYH was to raise awareness about the alarming drop in Lake Huron’s water levels and drive government action on the issue. The campaign saw over 2000 bottles being spat up on the shore with a message inside the bottles from Georgian Bay which drove home the fact that something had to be done about Lake Huron’s dropping water levels before it was too late. Visitors of the beach were greeted by an unusual campaign wherein the concept was about the Bay personally reaching out to its friends. Thus the letters were printed using a technique that gave the type a watermark-like appearance. The media planning was designed to engage the public in support of government action to address the alarming and unprecedented drop in Lake Huron’s water levels. 7KHUHIRUH WKH .LOOEHaU 3URYLQFLaO 3aUN’V ‘Day 8VH %HaFK’ was used to convey the message. The ideation done by the agency was surely VWUaLJKWIRUZaUG; KRZHYHU WKH PHWKRG RI GHOLYHUy ZaV innovative. “People go up to the Bay to escape and unplug. We had to reach beachgoers without modern media like TV and online. So we delivered our distress call from the Bay using one of the oldest methods in WKH ERRN – WKH PHVVaJH LQ a ERWWOH,” VayV AQJXV 7XFNHU, (xHFXWLYH &UHaWLYH DLUHFWRU, MRKQ VW. “These are our Great Lakes, but they are becoming less great every day. Lake Huron hit its lowest recorded level in January 2013, and remains well below its ‘crisis level’ established 20 years ago. Local communities and EXVLQHVVHV aUH WKUHaWHQHG, QRW WR PHQWLRQ RXU fiVKLQJ, farming, mining, shipping and logging industries. Wetlands, spawning grounds and wildlife are also in danger. Our online community makes it easy for all who use or enjoy the lake to stay informed about this LVVXH aQG PaNH WKHLU YRLFH KHaUG,” VayV &ROLQ DREHOO, DLUHFWRU, 6WRS WKH DURS. 7KH FaPSaLJQ 6WRS WKH DURS’V fiUVW JRaO ZaV WR EXLOG its online community to 20,000 registered members by /aERXU Day. “:H QHHG WR VKRZ RXU HOHFWHG RIfiFLaOV WKaW there are a lot of voters in these areas who are watching WR VHH WKaW VRPHWKLQJ JHWV GRQH,” aGGV DREHOO. This one is another classic example of how a creative use of OOH can even help create communities and drive social and environmental changes