Turning a powerful TV spot into a nationwide conversation on water conservation. In 2016, we took a Cannes winning spot, created by Y&R Peru, and aired it during the world’s biggest media event: The Superbowl. We had a simple and powerful message: Four gallons of water are wasted when you leave the faucet on while you brush. To have the world’s most-used brand investing in a CSR spot during a globally viewed event was big news; and through concerted PR efforts pre and post the event, we succeeded in driving billions of impressions. The video was viewed online over 15 million times, and was one of the most memorable and effective spots from Superbowl 50.