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New Stuff and Inspiration

To win one of the ad industry’s biggest awards, Sukle Advertising showed how to use as little water as possible.

In fact, that was the entire strategy behind Denver Water’s Use Only What You Need water conservation campaign.

The result? On May 17, 2022, Sukle’s work was inducted into the OBIE Hall of Fame by the Out of Home Advertising Association of America (OAAA). Established in 1992, the OBIE Hall of Fame was created to recognize brands that have built an enduring legacy through the consistent use of the out of home advertising medium over many years. Meaning that Denver Water now stands alongside such advertising greats as Nike, Apple, Levi’s, ESPN and other iconic brands.

In 2022 the contenders included Denver Water, Google, Netflix, Procter & Gamble, Pepsi and Samsung. Denver Water is only the second regional brand to be inducted into the OBIE Hall of Fame in its 30-year history.

“Denver Water has achieved legendary OOH status with a sustained level of creative excellence over many years,” said Anna Bager, President and CEO, OAAA. “Their commitment to the ‘Use Only What You Need’ headline came to life in a seemingly endless number of creative solutions. Truly brilliant and entertaining work.”

The Use Only What You Need campaign was a resounding success right from the start. In 2007, Denver Water Board embarked on a 10-year plan with the goal of decreasing water consumption by 22%. After only the first three months of the campaign, Denver Water reported a 21% decrease in water usage and generated an 89% awareness level among Denver Water customers.