Denver Water, the city’s primary water service provider, has embarked on a creative journey to raise awareness about local watering regulations, and the result has garnered attention far beyond city limits. At the heart of this initiative is a viral sensation that cleverly blends nostalgia with environmental consciousness, featuring none other than the iconic 90s boy band, the Backstreet Boys.
The brainchild behind this inventive campaign is Jimmy Luthye, a dedicated employee of Denver Water. Luthye’s inspiration for the project stemmed from a simple yet powerful idea: to harness the universal appeal of music to convey a crucial message about water conservation. Drawing from his affinity for boy band anthems, Luthye conceptualized a parody song titled “Water That Way,” a playful twist on the Backstreet Boys’ smash hit, “I Want it That Way.”
Released on April 29 via Denver Water’s official Instagram account, the parody video quickly gained traction, captivating audiences with its infectious melody and witty lyrics. Set against the backdrop of Denver’s scenic landscape, the video features the “Splashstreet Boys,” a fictional boy band comprising Denver Water employees, delivering a heartfelt plea to residents: conserve water, especially during the summer months.
The chorus of the parody song serves as a gentle reminder of best watering practices, urging viewers with catchy lines such as “Tell me why? Don’t water when it’s raining,” and “Tell me why? Don’t water when it’s windy.” These simple yet effective directives underscore the importance of mindful water usage, particularly in regions prone to water scarcity.
Beyond its entertainment value, the video serves as an educational tool, introducing viewers to innovative water conservation techniques such as “Coloradoscape.” This climate-friendly landscaping approach, prevalent in the arid landscapes of the southwest, emphasizes the use of drought-resistant plants and efficient irrigation systems to minimize water wastage.
The success of the video surpassed all expectations, eliciting praise from unexpected quarters, including the Backstreet Boys themselves. In a heartfelt response to the video, the band members commended Denver Water for its creativity and commitment to environmental stewardship. Their endorsement not only lent credibility to the campaign but also helped amplify its reach on social media platforms.
Jimmy Luthye, the mastermind behind the project, expressed gratitude for the overwhelming support received from the public. Reflecting on the journey from concept to execution, Luthye acknowledged the challenges faced along the way, including the need to overcome skepticism and embrace vulnerability. Yet, it was precisely this spirit of perseverance that propelled the project to success, resonating with audiences on a profound level.
As Denver enters the summer months, the timing of the campaign could not be more opportune. With watering restrictions in place from May 1 to October 1, the video serves as a timely reminder for residents to adopt water-saving practices in their daily lives. By refraining from daytime watering and embracing sustainable landscaping techniques, individuals can play a crucial role in mitigating water scarcity and preserving the environment for future generations.
Looking ahead, Denver Water remains committed to its mission of promoting responsible water usage and environmental conservation. The unexpected success of the campaign has inspired discussions about future initiatives, with plans for potential sequels already in the works. By harnessing the power of creativity and collaboration, Denver Water aims to continue making a positive impact in the realm of water conservation.
Denver Water’s innovative water conservation campaign, featuring a viral parody video starring the Backstreet Boys, has captured the hearts and minds of audiences worldwide. Through humor, music, and a touch of nostalgia, the campaign has succeeded in delivering a vital message about the importance of water conservation in a rapidly changing world.
As communities strive to confront the challenges of climate change and resource depletion, initiatives like this serve as a beacon of hope, inspiring collective action and driving meaningful change. With the support of the Backstreet Boys and a growing legion of supporters, Denver Water is poised to lead the way toward a more sustainable future, one drop at a time.
