A whimsical Brazilian ad campaign is advising people to pee in the shower and conserve the 12 liters of water used in each flush of the toilet.
Sao Paulo-based F/Nazca Saatchi & Saatchi broke TV and radio spots, print and outdoor ads and a website spreading the shower urination suggestion to promote an event about saving the rainforest in Sao Paulo in May, according to Brazil's Meio & Mensagem trade magazine. The spot quickly went viral after Brazil's leading evening news program did a two-minute segment on the campaign.
Last week, F/Nazca did a more elaborate "Xixi no Banho" TV commercial featuring quick cuts of shadowy animated people and animal figures peeing behind shower curtains and stalls as a chorus of high-pitched childrens' voices sang in the background about how this conserves water and helps save the rainforest. The last frame explains that at 12 liters a flush, the average person can save 4,380 liters of water a year by taking advantage of their daily shower.
F/Nazca's client is SOS Mata Atlantica, a private Brazilian nonprofit dedicated to preserving the rainforest. The agency's public awareness campaigns for SOS Mata Atlantica are favorites on the international award-show circuit, picking up prizes at the Cannes Lions International Advertising Festival and other shows.