Rich Earth Institute

Rich Earth Institute · Pee on a Plant Super Bowl

Rich Earth Institute tackles water conservation in this public awareness commercial, 'Pee on a Plant Super Bowl.' The campaign highlights the environmental impact of household water usage during the sport's biggest broadcast, contrasting mass-market viewership with sustainable alternatives. Developed by agency LERMA/, the production utilizes a hybrid approach. It integrates dynamic animation with live-action footage, employing a cinematic, polished aesthetic throughout the spot. The visual narrative relies on split-screen layouts to map the intersection between domestic bathroom infrastructure and large-scale cultural events.