Wasting Water is Weird.

What happens when you combine killer creative execution with the deepest insight in the sustainable space? You get a campaign that turns heads, causes action and creates actual honest-to-goodness change.

With the support of the EPA’s WaterSense® program, we’ve pulled together some of the world’s most recognizable brands – Bosch, Kohler, Lowe’s and Procter & Gamble – to launch a public service campaign called Wasting Water is Weird. Our goal? To promote water conservation in a way that’s never been done before.

Instead of pounding the public with sleep-inducing information or issues too big to grasp, we’re making the idea of conservation easily accessible to the mainstream consumer. We’re promoting small non-invasive changes and encouraging everyone to take painless water-saving steps in their daily lives. All from a simple focus on the moment when using water becomes wasting water. It’s in this moment (one that most have never even noticed) where we’ll deliver a message that will change automatic behaviors into conscious choices.

This habit-changing message is delivered by a guy named Rip the Drip, who shows up just when wasting moment happens– and that’s when things get weird. Rip just wants to bond with anyone who holds his same fascination with water. Cross that line from usage to waste and Rip will be there, hoping to hang out with you, his new best friend.

You can see the videos and meet Rip at www.wastingwaterisweird.com, go to Facebook and “Like” Rip the Drip, and even follow him on Twitter @RipTheDrip. Be sure to check him out, because he will forever change the way you look at using water (in a weird sort of way).


Posted on

August 1, 2011

About the Author

Larry Washington

Larry Washington is a former contributor to Shelton Insights.

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Suzanne Shelton

President and CEO

Suzanne is the voice and the vision of Shelton Group. Drawing on her extensive experience in energy and the environment – and 25+ years in the marketing and advertising industry – Suzanne provides high-level strategic insights for our clients and guidance for our research and creative departments. She regularly speaks at conferences around the country, including Sustainable Brands, Fortune Brainstorm E and the International Builders’ Show, and serves as a guest columnist for publications like Fast Company, Green Builder and GreenBiz.com.

Susannah Enkema

VP Research & Insight

Susannah directs our research team and plays a key role in extracting the nuggets of information that pave the way for recommended marketing strategies and creative approaches. Susannah has nearly two decades of market research and strategy experience, including her role as president of SE Consulting, where she led the services for the likes of DIY Network and the makers of GORE-TEX®.

Penny Kemp

VP Account Management & Strategy

Penny leads our client engagement process, overseeing activities from both a strategic and a tactical level to ensure our work generates desired results. She works closely with Suzanne, President & CEO, to develop strategic marketing plans and with Matt, VP Creative, to foster creative campaign ideas. Before joining Shelton Group, Penny had developed expertise in brand management and marketing while working with award-winning agencies and shepherding programs for the likes of Ritz-Carlton Hotels, Russell Athletic and James Hardie Building Products.

Matt Brass

VP Creative

Matt steers the creative department in concepting, designing and producing campaigns. He ensures sound strategy and deep insights inform everything his team develops, and works closely with the accounts department to ensure copy and designs will meet our clients’ goals. As a designer and filmmaker himself, he’s also a principal contributor to all of Shelton’s in-house photography and videography work.

Glen L. Vesser III

VP Finance and Administration

Glen manages Shelton Group’s finances and administration, ensuring our internal systems run smoothly so we can provide exceptional client service in a seamless and timely manner. Glen’s financial and administrative expertise has been shaped by decades of experience in a variety of industries, including public accounting, media distribution and health care.

Mike Beamer

VP Business Development

Mike joined our team to help provide strategic vision and foster our agency’s growth by overseeing new business leads and managing agency marketing and website content. He arrived in Knoxville steeped in energy efficiency and renewables – he previously led client service for an agency division in Boston dedicated to marketing communications strategy and branding for B2B and B2C clients in that space.