EQUIVALENCES by Fraser Communications for Los Angeles Department Of Water & Power

EQUIVALENCES

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Industry Environmental & Animal Issues
Media Radio
Market United States
Agency Fraser Communications
Production World Wide Wadio
Executive Creative Director Bruce Dundore
Producer Jeff Howell
Account Supervisor Ilene Prince
Released August 2010

Credits & Description

Category: Commercial Public Services
Advertiser: LOS ANGELES DEPARTMENT OF WATER & POWER
Product/Service: WATER UTILITIES
Agency: FRASER COMMUNICATIONS
Executive Creative Director: Bruce Dundore
Scriptwriter: Bruce Dundore
Agency Producer: Rick Gutierrez
Account Manager: Tina Montri
Account Supervisor: Ilene Prince
Advertiser's Supervisor: Joseph Ramallo
Production Company: WORLD WIDE WADIO, California, USA
Director: Jeff Howell
Producer: Jeff Howell
Sound Studio: World Wide Wadio
Sound Engineer: Laurent Jouvin
Date of First Appearance: Jan 1 1900 12:00AM
Entrant Company: FRASER COMMUNICATIONS, Los Angeles, USA

Full script of the ad IN ENGLISH, REGARDLESS OF THE ORIGINAL LANGUAGE OF THE AD
SFX: Sprinklers ANN1: The average single family home in Los Angeles gets a water allotment of over 10,000 gallons a month. SFX: Huge splash ANN1: 10,000 gallons... That’s like 80,000 pounds of water. Which is what six elephants... SFX: Elephants ANN1: ...and one baby weigh. SFX: Baby elephant ANN1: It’s like 200 bath tubs... SFX: Running water ANN1: ...and a whole bunch of hot tubs. We should be able to cut back a little when we have to, right? SFX: Dripping ANN1: Well, we’re in a drought. Our water supplies have been cut. We’re in Mandatory Conservation. If you use more than you’re allotted, you’re gonna pay more. SFX: Cash register ANN1: If you don’t follow the restrictions, you could get fined. SFX: Boing SFX: Music; Sprinklers; Garden ambience ANN1: Cut your usage by running your sprinklers two days a week. Mondays and Thursdays, before 9am or after 4pm; 15 minutes per station. Remember, that’s Monday’s, Thursday’s, before 9am, after 4pm. Just twice a week. Your plants will be fine. And you’ll save water and money. Go to LADWP.com or call 1-800-DIAL-DWP. Find out about the restrictions, and your water allotment, and let’s start saving water. SFX: Baby elephant ANN1: The little guy likes that. ANN2: Brought to you by the Los Angeles Department of Water and Power.

Brief Explanation
Southern California was facing a water supply shortage for the third year in a row and water conservation was urgently needed. Fraser Communications was tasked with increasing awareness of the water shortage, informing consumers of the shortage year rates and new watering regulations, and empowering customers to reduce their usage. To do that, Fraser took the average monthly water allotment and converted it into units that contextualised how much water everyone actually got. By creating a visual of just how large the allotment was, the spot showed consumers that it’s easy to cut back a little when we needed to.