How do you pivot campaign production amid coronavirus restrictions?
Now we know. We’ve been there.
It all started in December 2019, when the Colorado Springs City Council approved new rules to support smart use of water in the community and to ensure a reliable water supply for the future. Colorado Springs, where one of our offices is located, is in a semi-arid environment, and the new watering rules are an important part of our future water supply planning.
According to our client, Colorado Springs Utilities, the community currently has water stored in reservoirs to meet nearly three years of customer demand. However, up to 70% of Colorado Springs’ water supply comes from the Colorado River basin, which is a complex system of rivers, streams and reservoirs that serves over 40 million people in seven states and has been in drought conditions for 20 years.
Early in 2020, we had planned with the team at Colorado Springs Utilities, a municipal utility, to cast and film videos with live actors to educate the community about maintaining beautiful landscapes within the new water-wise rules. This production strategy became impractical in light of Colorado’s stay-at-home and social-distancing restrictions to prevent the spread of coronavirus.
We needed a new approach for campaign production amid coronavirus restrictions. And fast.
We proposed animation for videos on broadcast TV, connected TV, and social media. We’d also carry over the revised creative approach to digital display, out of home, print and radio.
Planning backward from the June 1 campaign launch date, we kept a tight schedule. Concepting, writing and production all wrapped up within four weeks.
Trust and open communication made it possible to pivot campaign production amid coronavirus restrictions. First, we’re grateful for the relationship between our team and Colorado Springs Utilities. Excellent creative partners at MAKE and Postmodern contributed masterfully.
We’re proud of the process and the final product, and we’re looking forward to seeing how the community engages, too. Already, we’ve seen Instagram audiences toast to an earlier coronavirus pivot for TOURISM Santa Fe.
Water Wiser: Credits
AOR: Vladimir Jones
Executive Creative Director: Jim Morrissey
Associate Creative Director: Matt Sylvan
Copywriter: Peyton Hopkins
Art Director: Parker Shea
Integrated Producer: Dylan Stephens
Print Producer: Kathryn Novich
Design Studio/Animation: MAKE
Now in our 50th year of business, Vladimir Jones is Colorado’s original independent, integrated advertising agency, with offices in Denver and Colorado Springs. We believe in brilliant brands and love making the world love them as much as we do.