Case study. Apa Nova Bucharest Happy Ending Stories.

Utility services like water supply and sewage are fundamental to a city yet nobody knows how they work. People see the sewage as a black hole that magically makes things go away. Our aim was to get people’s attention on…

Case study. Apa Nova Bucharest Happy Ending Stories.

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Utility services like water supply and sewage are fundamental to a city yet nobody knows how they work. People see the sewage as a black hole that magically makes things go away. Our aim was to get people’s attention on this invisible subject.We got personal and relatable by breaking down human behavior to find a soft spot: our bad habits have direct consequences on our loved ones. Love became the driver with the power to improve bad behavior. “Happy endings stories” campaign presents three everyday couple situations that reach the tipping point. They represent the bad habits we aim to change: throwing hair in the toilet, disposing of cooking oil into the kitchen sink and flushing condoms down the toilet. To illustrate how dangerous these actions are, we created three visual metaphors that depict bad habits as fantasy monsters threatening the life of your loved one.

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