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California’s increasingly warmer and drier climate is expected to diminish water supply by up to 10% by 2040. The Governor’s critical call to action spurred the ‘Save Our Water’ initiative to educate Californians about the permanency of the situation and the need for a long-term commitment, new behaviors, and a year-round approach to water conservation.
Through its consumer research, The Shipyard learned key themes that
resonated with most Californians, including “water is too precious to waste”,
“we’re in this together” and “every drop counts.” Additional testing uncovered a
divide in how residents reacted to communications. While some preferred an
emotional tone that made personal connections to the topic, others were looking to get straight to the point through water-savings tip education.
Adding to the challenge, California residents are at different stages of
understanding when it comes to our new water reality and the need to make
water conservation a way of life.
The Shipyard leveraged these insights in its humorous new campaign built
around Californian’s love of water and need to protect it, working closely with
partner, The Axis Agency, to develop omni-cultural creative assets that were
relatable to all Californians and maintained the informative humor when delivered in Spanish.
The ‘Tough Love’ campaign shares everyday household water conservation tips
in a way that’s warm and funny without losing the severity of the message.
Celebrities Danny Trejo & Niecy Nash harness their tough sides to deliver 'tough love' to Californians so they don’t contribute to water waste and learn some new ways to save along the way. By doing simple actions such as full loads of laundry, not leaving the shower running, and minimal lawn care will help save water in a big way.

This professional campaign titled 'The Shipyard Delivers ‘Tough Love’ in ‘Save Our Water’ Campaign for California Department of Water Resources' was published on October 03, 2023. It was created by ad agency: The Shipyard. This campaign contains 4 media assets. It was submitted about 3 hours ago by Lynne Collins.


Client credits
Client – Save Our Water, Office of Community Partnerships and Strategic

Deputy Director, Public Education – Michelle Prater
Strategist -  Lourdes Camarena
Agency credits
Agency – The Shipyard
Chief Creative Officer – Dave Sonderman
Executive Creative Director -  Kerry Krasts
Creative Director -  Mauro Borges
Latino Creative Lead – Francisco Letelier (Axis Agency, Spanish-language Latino
Executive Producer -  Liz Ross
Producer -  Brit Bartle
Art Director -  Eric Davis
Copywriter -  Erna Adelson
Chairman – Dave Mering
VP, Group Account Director – Amanda Moul
Group Account Director -  Courtney Costamagna
Account Supervisor -  Lauren Dovedan
Project Manager – Hilary Hastings  
Latino Strategic Counsel – Carmen Lawrence (Axis Agency, Spanish-language
Latino partner)
Latino Account Lead – Jasmine Herrera (Axis Agency, Spanish-language Latino
Managing Director of Research & Insights – Cori Mering
Strategist -  Val Vento
Production Company -  Gifted Youth
Director -  Alice Mathias
Production Company Producer -  Michele Abbott
Editing/Post Production/Special Effects
Editorial Company -  Union
Editorial Company producer – Joe Ross 
Editor -  Daniel Lupe


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