Goodness Filters Down
Northumbrian Water required a creative agency to provide branding and communications for a new campaign to engage and inform the agriculture industry. They needed a campaign that reached a diverse agriculture audience through accessible language and visual communications.
Sail’s approach to this challenge was guided through creative and divergent thinking to bring the campaign to life. Our concept story was ‘Goodness Filters Down’ because ‘Water should work for Everyone’. The narrative and language was rooted in action and tapping into the emotion of decisions around water. We worked with local photographer Jo Coates to art direct images of the industry that were authentic and relatable. Every decision made around design was rooted in warmth, to make sure the campaign connected to the audience, and communicated the message with clarity.