SAWS had to develop a grease disposal education program quickly or face steep fines from the U.S. Environmental Protection Agency. We helped them face the challenge.
SAWS had to develop a grease disposal education program quickly or face steep fines from the U.S. Environmental Protection Agency. We helped them face the challenge.
SAWS had to develop a grease disposal education program quickly or face steep fines from the U.S. Environmental Protection Agency. We helped them face the challenge.
Deliverables: design, creative direction, and consultation
↓
San Antonio Water System (SAWS) faced a significant challenge: the U.S. Environmental Protection Agency (EPA) found that San Antonio was behind on its grease mitigation and disposal programs. Projections indicated major problems with grease clogging city sewers unless SAWS quickly implemented an effective grease disposal education program and got the city actively involved. My agency had just been designated the Agency of Record for SAWS, and this was one of our first major assignments.
CHALLENGE: Develop an engaging education program that the city would eagerly participate in while helping SAWS avoid fines from the EPA.
STRATEGY
Mobilize the San Antonio community to foster a culture of responsible grease disposal.
COMING UP WITH THE EXPECTED
The team initially played it safe with their ideas, brainstorming solutions that included using the acronym S.O.S. for "Save Our Sewers." While there was some merit to their concepts, they lacked the spark we needed to truly engage the community.
We realized San Antonio needed something tangible. As clever as a headline like S.O.S. was, it wouldn’t inspire the rallying spirit we aimed for, and showcasing gross water wouldn't win us any fans. The team rallied together, determined to keep pushing boundaries and developing more impactful ideas that would resonate deeply with the public. Honestly, this was a challenge that helped me develop my skills in taking orders for highly-caffeinated beverages for my team.
A SAWS SUMMER MOVIE BLOCKBUSTER
The campaign was set to launch during the summer months when people were notorious for disposing of grease improperly. When so many barbecues and get-togethers are happening around town, it's easy to be careless with grease. Rather than disposing of it properly, many would opt to simply pour it down the drain or flush it down the toilet. Both are improper ways to dispose of grease.
As luck would have it, the summer months are also a time when studios push out some of their movie blockbusters. That was the hook we landed on—turn grease disposal into a summer movie blockbuster.
WE NEEDED A MONSTER
We had our idea, but we needed a villain. Someone to fight against. Like any good horror movie, we envisioned a terrifying monster—and what could be scarier than one covered in grease? Better yet, a monster made entirely of grease.
Enter the Grease Monster: We created a character that would resonate with all ages. The parody would entertain adults, while the illustrations would captivate teenagers and younger kids. The Grease Monster became the perfect antagonist for the city to rally against.
We even found a fitting quote from Nietzsche: "Whoever fights monsters should see to it that in the process he does not become a monster." We asked the people of San Antonio not to become monsters themselves. We urged them to keep grease out of the sewers and warned the city to "Beware of the Grease Monster."
THE GREASE MONSTER OWNS SAN ANTONIO AND BEYOND
The Grease Monster campaign took the city by storm. We created an omnichannel promotion that encapsulated virtually every medium we could think of.
OUT-OF-HOME
The Grease Monster owned San Antonio transportation we created full bus wraps and king-sized graphics for San Antonio's Via bus fleet and their transit shelters. We placed street-sized posters in neighborhoods along with 8-sheet and bulletin-sized billboards throughout San Antonio. Our message was seen in the shopping venues as well with manhole-shaped floor graphics with a Grease Monster reaching out strategically placed at store entrances.
B-MOVIE BLOCKBUSTER
We leaned into the idea that our campaign should mimic a summer blockbuster. We teamed up with Regal Cinemas to place a promo during the pre-show previews. We also created movie posters that were displayed in the theaters, along with point-of-sale stands for people to take selfies with.
In a twist of flattery, out of the 20 point-of-sale stands we placed in theaters, five were stolen. We’re not sure how someone walked out with a stand, but they really must have wanted it!
H2O HEROES MEET THE GREASE MONSTER
Given the illustrative nature of the Grease Monster campaign, we knew we could get the attention of teenagers and younger children. We created a coloring activity book, lesson plans, and bookmarks that teachers could use in classrooms around the city. SAWS already had a water education program with characters called the H2O Heroes, we created a new comic where the H2O Heroes meet a Grease Monster.
We posited that we could enlist our younger grease disposal watchdogs at home who'd call out their parents if they disposed of grease improperly. Our plan worked. We heard stories of kids yelling "Ew, no Grease Monster!" whenever grown-ups messed up, and parents became mindful as they learned more about our campaign.
THE GREASE MONSTER HITS FIESTA
San Antonio loves Fiesta, so we knew we had to join the party. We created a limited edition Fiesta medal for grease-fighting heroes who committed to defeating the Grease Monster.
But that wasn't all. Throughout the weeklong Fiesta celebration, we unleashed waves of Grease Monster swag — temporary tattoos to show your monster-battling spirit, fans to help keep people cool during the events, and even t-shirts with the Grease Monster on them! By the end of Fiesta, the Grease Monster was everywhere and there were many heroes ready to fight to keep San Antonio's sewers clean.
WHO WANTS SOME?
Following the first year of the Grease Monster campaign, the results were so well-received that SAWS turned the campaign into a multi-year experience. Word of the campaign's success spread outside of San Antonio. SAW was contacted by water companies in California and Canada interested in franchising the Grease Monster campaign for their use.
* The evolution of the Grease Monster out-of-home during years three and four of the campaign.
← prev
next →