THE ASK // Choose a product that's not available in the US, and launch it here.

THE OPPORTUNITY // The US is currently plagued by one of the worst droughts in recent memory:
+ seven states are running out of water
+ by 2025, 1.8 billion people will experience absolute water scarcity
+ by 2030, almost half the world will live under conditions of high water stress

The fact is, the world is running out of fresh water, which means the time to make the most of what we have is now.

THE TARGET // Average Joe & Jane
Age 25-35.
They're single.
They live in cities.
They're well-informed about the water crisis.
And they care, to an extent. But more than that, they care about how caring makes them look.

57% say they want others to see them as environmentally responsible, but only 34% are willing to buy more environmentally-friendly products


KEY FINDING // It's easier to talk the talk than it is to walk the walk
People like to "one up" their peers, especially when it comes to environmental responsibility.
But that doesn't mean they're willing to put money where their mouth is.

STRATEGY // Turn Average Joe & Jane into Plant Guy & Girl

CREATIVE // They'll grow attached

THE [original] PRODUCT // The Water Leech
The Water Leech hails from Australia. It's a grey water irrigation system that collects dirty water from sinks,  showers, or laundry, then filters it for use on lawns and gardens.

THE TRANSFORMATION // From Water Leech to Tembo
While we fell in love with the function of the Water Leech, there were some aspects of its branding that needed tweaking before its introduction to our target. 

First off, the name had to change. Google "water leech" and you'll see what I mean. In the image results you'll find — that's right — pictures of leeches, not the grey water collection & filtration system.

If you do happen to stumble upon an image of our product, you'll notice it's not pretty. In fact, it looks like a vertical water cooler on wheels. It's big — designed to hold up to sixteen gallons of water. And it's bulky — somehow homeowners are expected to drag the leech from the house to the lawn, definitely unsuitable for an urban market.

We re-imagined the Water Leech for the urban dweller, and christened it Tembo, which is Swahili for Elephant. Designed to fit in tiny city apartments, Tembo comes equipped with detachable parts: a pump to vacuum water from sinks and showers, and a hose for watering indoor gardens.

Additionally, we created in-soil water monitors, which alert users when their plants are thirsty.


AD: Lily Fu
CBM: Michelle Darnell, Emily Smith
CW: Michelle Smith
Strategy: me!

research || target development || creative brief || deck design