Visualizing just how much water you can waste by pre-rinsing dishes is challenging – no one really knows what 20 gallons look like. We knew if we wanted to spark a consistent behavioral change we had to impress on people exactly what they were wasting. Our idea was simple – show the dramatic contrast between the vast amount of water you can save every time you use something as tiny as a Cascade dishwasher pod. We turned a bus shelter into a tank of water, and placed it an area with high commuter foot-traffic. People on their way home to do dishes had to confront just how much they were wasting by pre-rinsing, every single day.

After an extensive, custom build of our water tank execution, our bus shelter tank went live on a busy corner in East Village, Manhattan on April 17th and will remain up for one month. This is the vanguard piece of creative in what will be a multi-media campaign that rolls out over 2017.

Although the installation went up too soon to be able to report final results, the weekly impressions for this unit are 113,778. The buy is 4 weeks long, so the total impressions for the duration of the buy is 455,112. If even half of the people who see the billboard skip just one pre-rinse, we’ve saved 4,551,120 gallons of water.