Save Water, Don't Be a Psycho! | Clapboard Ad Archive

Are You a Psycho?

The student campaign titled 'Are You a Psycho?' was published in the United States in April 2018. Created by the ad school University of Southern California, this Film medium campaign falls under the Agency Self-Promo industry and features 1 media asset. The campaign centers around the concept of reminding individuals to save water when they waste it excessively, with a psycho character serving as a stark reminder. The cast includes Uttera Singh and Amanda Sayeg, with Rajendra Thakurathi handling both the writing and directing duties. Lareina Joelle Wong produced the campaign, while Brian Tang was responsible for cinematography and Rajendra Thakurathi for editing. The production design was done by Steven Cirocco, and Sandra Joen Pérez-Tejeda took care of production sound and sound design. Geoff Schlosser composed the music, Joseph Yao handled color, and Philip Bastian managed the SFX. Hair and makeup were done by Yukari Obayashi, with Amanda Sayeg serving as an assistant director. Sasha Pearce and Tuo Kan were the storyboard artists, and the grip team included Sibat Tazwar and Elisa Oh. Jeremy Kagan acted as the project advisor, and special thanks were given to Ahlia Bethea, Halli Bovia, Lilian Rodriguez, and Elisa Oh. The campaign was supported by the USC Green Engagement Fund 2018 and produced by Dog-Eared Pictures 2018. The overall theme of the campaign revolves around the message "Don't be a psycho," conveying the importance of water conservation in a creative and engaging manner.

Credits

Agency

University of Southern California

Creative Director

Rajendra Thakurathi

Art Director

Steven Cirocco

Copywriter

Rajendra Thakurathi

Photographer

Brian Tang

The brand proposition of the student campaign "Are You a Psycho?" is to raise awareness about water conservation by targeting individuals who waste excessive amounts of water. The campaign aims to convey the message of saving water and being mindful of one's consumption habits through a narrative approach. By using the character of "psycho" to remind a woman to save water, the campaign creatively engages the audience and prompts them to consider their own actions. The market strategy involves leveraging the insight that behavioral change can be prompted through storytelling and visual messaging. By using relatable characters and a compelling storyline, the campaign seeks to connect with the intended audience in a memorable and impactful way, ultimately encouraging them to take action towards water conservation.

FORMAT#2 SHOW THE PROBLEM — Highlights a relatable problem, then shows the product as the solution. In this campaign, the relatable problem of wasting water is highlighted as the woman in the story wastes too much water. The character of 'Psycho' is then introduced as a reminder for the woman to save water, symbolizing the solution to the problem. By showcasing the problem of water wastage and presenting Psycho as the solution, the campaign effectively communicates the message of the importance of saving water to the audience. ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/branding-and-advertising/brand-strategy/12-advertising-creative-formats

1. Miami Ad School - Known for its hands-on approach and emphasis on real-world experience, Miami Ad School positions itself as a top choice for aspiring advertising professionals looking to gain practical skills and connections in the industry. 2. School of Visual Arts (SVA) - SVA sets itself apart with its focus on creativity and innovation, offering students a unique blend of artistic and technical training to prepare them for success in the competitive world of advertising. 3. Chicago Portfolio School - Chicago Portfolio School prides itself on its intensive portfolio-focused program, helping students build a strong body of work to showcase their talents and stand out in the job market. 4. Creative Circus - Specializing in the creative side of advertising, Creative Circus is known for its collaborative, hands-on approach to teaching students how to develop compelling campaigns and unique brand strategies. 5. Portfolio Center - With a focus on strategic thinking and problem-solving, Portfolio Center positions itself as a top choice for students looking to develop their skills in brand strategy and campaign development, setting them apart in the competitive advertising education landscape.

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