It’s no secret that California is suffering from an unprecedented drought. And it’s been going on for quite some time. While there are rumblings of El Nino-style weather next year, this year Californians continue to face challenges.
A new online game and accompanying campaign, created by Campbell Ewald for Energy Upgrade California, aims to counter #droughtshaming — the practice of shaming and blankly staring at people wasting water when they shouldn’t be — with the #BearStare.
The #BearStare game, which uses a person’s computer camera and face tracking technology, challenges people to outlast the stare of a very witty bear who does his best to knock people off their stare game by dropping quips and tips on how to use less water and save energy.
Win or lose, people can upload their stare to the campaign site gallery and to Twitter, Facebook and Instagram.
The game is accompanied by a TV spot which features the bear and urges people to seek out information on saving water, as well as avoiding the Bear Stare.
The game and associated campaign elements are being promoted on Energy Upgrade California’s social channels:
Don’t just stare. Talk to your neighbors about saving water & energy. #BearStare #StayGoldenCA #SaveOurWaterhttps://t.co/dneRPDJfYl — Energy Upgrade CA (@EnergyUpgradeCA) July 7, 2015
Also part of the campaign is a unique stunt which has been dubbed “hydrophobic advertising.” Street teams throughout California are stenciling highly-trafficked areas that are likely to get hosed down — such as driveways, walkways, sidewalks outside bars and restaurants — with a biodegradable hydrophobic coating that only becomes visible on pavement when it gets wet.
When wet, these stencils read, “When we’re out of water and energy, we’re hosed,” or “This rain won’t end the drought. Save water & energy.” Each message also includes the hashtag #BearStare.
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