TUCSON WATER 125
EXPERIENTIAL | City of Tucson
Helping build confidence and pride in the face of water challenges in the desert.
STATEMENT.
Arrakis. Tatooine. Tucson. In the desert, every drop of water counts. For people who live here, it’s a point of pride. We’re tough. We’re tan. We care about our water. You can trace the conservation efforts of desert dwellers back thousands of years, to some of America’s earliest inhabitants.
For Tucson Water’s 125th anniversary, we told that story. Brewed with real Tucson Water straight from the tap and bottled using local partners, we released three unique cans. Each one serves an important story beat: honoring the heritage of our past, celebrating our present conservation efforts, and imagining the future made possible as a result.
This campaign reframed the history of water conservation into a moment of collective community pride, and a conversation about our role as water stewards for the next generation.
Cans were distributed at major community events, promoted by local content creators and press, and a lucky handful of civic leaders received a custom-designed box housing all three and an invitation to go deeper into Tucson's water history.
Partners
Bottling: Brickbox Brewery
Photography: Clay Lyon
For Tucson Water’s 125th anniversary, we told that story. Brewed with real Tucson Water straight from the tap and bottled using local partners, we released three unique cans. Each one serves an important story beat: honoring the heritage of our past, celebrating our present conservation efforts, and imagining the future made possible as a result.
This campaign reframed the history of water conservation into a moment of collective community pride, and a conversation about our role as water stewards for the next generation.
Cans were distributed at major community events, promoted by local content creators and press, and a lucky handful of civic leaders received a custom-designed box housing all three and an invitation to go deeper into Tucson's water history.
Partners
Bottling: Brickbox Brewery
Photography: Clay Lyon
Cans were sent to a curated list of 150 civic leaders in a custom-designed box sized to perfectly house all three with an invitation on top.
