Axmith McIntyre Wicht uses dry humour to make water management issues interesting in a new print and outdoor campaign for the City of Toronto. The effort is part of an awareness campaign that shows furniture hanging out to dry after a basement drain backs up during a storm.

The campaign also includes a recently launched TV spot about water pollution that hearkens back to educational films of old.

The commercial launched at the end of May, and the print and outdoor work, which includes a ‘tested for water quality’ execution, launches at the beginning of July. The goal of the campaign is to educate the public about water quality and the effects of pollution.

Brian Howlett, CD at Axmith, says it was a challenge to make water management exciting, but in the end, he says that by injecting humour, ‘we’ve managed to present that story in an engaging way.’

Faced with the prospect of an informational campaign asking consumers to disconnect downspouts to avoid overloading the sewer system during storms, the agency’s strategy was to focus on the benefit for consumers: reduced risk of leaky basements. The ad features the line, ‘Avoid the hassle of basement flooding’ and alerts members of the public that they can contact the city to have their downspouts removed to avoid such mishaps.

Howlett says the humorous visual puts an innovative spin on a rather lackluster topic: ‘It’s fairly innovative and puts a fresh face on the communications.’

Howlett says the TV spot, which features a strange scientist cautioning against putting miscellaneous solvents down sewer grates, has already ‘been getting good anecdotal feedback.’

Client: City of Toronto

Agency: Axmith McIntyre Wicht

Creative Director: Brian Howlett

Art Directors: Mike Sipley,

Brian Collinson, Chad Burnie

Copywriters: Dale Roberts,

Brian Howlett

Producer: Bob Kirk

Account Director: Heather Cain

Account Executive: Melissa Ramos

Director: Dave Popescu,

Sparks

Photographer: Philip Rostron

Editing: Flashcut

Sound: Ska Music