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Yorkshire Water

Course It's Better

The Course It's Better campaign increased brand affinity in a low-interest category.

Disciplines: Advertising/Creative, Digital, Integrated marketing

Sector: Utilities

Agency: Course It's Better, Cogent

BITE Insight

From your local cricket club to those biscuits that you can’t get anywhere else, the flower that only blooms in your part of the country or the infamous story about the neighbour who is now starring in that new play – have you seen it? – in the West End. We each have something that reminds us of home.

For Yorkshire Water’s latest campaign, Cogent created an integrated campaign designed to be shared across outdoor, social, press and giveaways. ‘Course It’s Better draws on the heritage and folklore from across the county to build an element of regional pride.

The accompanying video and voice over takes us on a walk through famous Yorkshire icons. Through a series of animated stills and scrapbook-like imagery, it is a quirky celebration of what makes Yorkshire great.

With its shareable, relatable messaging and witty taglines, the campaign helped to make Yorkshire Water the number one water provider for customer satisfaction. As the campaign proclaims, “it must be ‘somethin’ in t’water”.

Yorkshire puddings, the flushing loo, whippets and flat caps are just some of the creations to have emerged from “God’s own county”, while the water itself played a part in the lives of the Brontë sisters, Joe Root and Olympic medallists the Brownlee brothers.

Cogent also helped create Yorkshire Water’s April Fool’s campaign that revealed the creation of a new water, H2Go, designed to helped swimmers achieve faster lap times.

About the author

Izzy Ashton, Assistant Editor of BITE, Creativebrief

Izzy is a writer/researcher for BITE, Creativebrief’s daily insight into global marketing trends and the cultural movements driving them. She keeps abreast of the latest communication, technology and consumer news, and is responsible for conducting interviews with key agency strategists and creatives to gain insight into the most innovative global campaigns.

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