Canal de Isabel II challenged us to create the first preventive campaign against frozen water installations.
Following the severe frost in January 2021 caused by Storm Filomena — which led to approximately 1,000 incidents in the Community of Madrid — there was a need to launch a preventive campaign for potential future cold waves.
Client
Canal de Isabel II
What we did
Awareness campaign
Where it lives
Multichannel campaign (online and offline)
Sector
Infrastructure and public services
With the goal of preventing, educating, and raising awareness, “Keep Your Water Warm” was born — a campaign built around a powerful insight we all relate to: grandmothers are always the first to worry about us catching a cold.
With grandmothers as the protagonists, we launched a message encouraging the protection of water installations during cold weather.
The campaign included a TV spot, a radio ad, and graphic adaptations for multiple formats, using Petit Púa as the visual technique.
A direct, original, and fresh campaign that speaks straight to the target audience and includes all the elements needed to generate awareness.
