Denver Water's current campaign was launched in 2006 with a goal of 22% reduction in water use by the end of 2016. The campaign has been a success so far. It has reduced water use by 20% and has utilized many types of advertising including billboards, bus signage, and even gorilla marketing installations.
This bench is one of many instillations that was used in the campaign. One of the fun things about instillations is that the people can interact with them and touch them. The message is portrayed very well as it emphasizes the fact that a person can sit on a bench without using the entire bench.
This billboard ad was one of many that were incorporated into the campaign. It advertises the campaign while also incorporating the campaign message into the construction of the ad itself. Denver Water uses only the amount of space on the billboard that is needed to display their logo and the slogan "use only what you need."