Close The Tap (Maria & Shifaa)

This campaign came about from the insight that the most effective way to get people to turn off their tap while brushing is if they were to step away from the sink. It’s routined for us to turn off the tap when we are going somewhere else.

‘Brush’ is made to disguise our message and make it less preachy and more into a movement that drives unexpected action. We realised that people only see the value in doing something when they receive value from it as well, so we sell them the idea of getting a 120 seconds more in the morning to start their morning more productively.

We later reveal that while they have managed to start their day great, they have also unexpectedly done good by saving water before they proceed with their day, by adding value to the time they would have spent mindlessly letting the tap run. The sense of accomplishment they get from this small change will change their bad habit.