Xixi no Banho ("Pee in the Shower")

Why it works

A cheerful animated film inviting absolutely everyone to take up a slightly naughty habit: weeing in the shower. The Brazilian rainforest foundation SOS Mata Atlântica wanted to mobilise city dwellers for the environment, and F/Nazca Saatchi & Saatchi looked for a saving people could make without giving anything up: a toilet flush uses up to 12 litres of drinking water, so one shower wee a day saves 4,380 litres a year. As creative director Eduardo Lima put it, everyone who pees was invited. It is studied for proving that an environmental message can be cheeky instead of preachy, turning a private habit many people already had, and would never admit to, into a shareable cause. The campaign had no media budget, yet the agency says it generated about US$20 million in free exposure. At Cannes Lions in 2010 it became the first Brazilian work to win a Titanium Lion, taking silver, and it also won a Silver Lion in PR.