A State Facing Historic Drought Conditions
Denver and the broader state of Colorado are experiencing severe drought conditions driven by record-low snowpack levels.
Since roughly 80% of the region’s water supply comes from snowmelt, the situation has created urgent pressure on water resources and usage behavior.
Residents are being asked to reduce water consumption by approximately 20% to help stabilize supply.
Turning Language Into a Warning System
The “Water Is Missing” campaign, created by Sukle for Denver Water, transforms everyday language into a visual metaphor for scarcity.
Familiar phrases such as “Pool Party,” “Car Wash,” “Watering Hole,” and “Snow Cone” are stripped of their water-related words.
A single orange strike-through removes or negates the water element, leaving incomplete phrases like “Party,” “Wash,” or “Cone.”
Simple Design, Strong Message
Instead of using dramatic imagery or fear-based messaging, the campaign relies on minimal typography and subtraction.
This visual absence reinforces the idea that water is no longer something we can take for granted.
The design uses restraint to communicate urgency, making the absence of water the central emotional trigger.
Built on a Proven Conservation Platform
The campaign revives Denver Water’s long-running “Use Only What You Need” initiative.
Previous versions of this messaging have led to significant reductions in water consumption across the city, including a 21% decrease in per-person use over a short period and a 35% reduction over a decade.
“Water Is Missing” continues this legacy with a more immediate and visually striking approach.
Why the Campaign Works
- Uses subtraction instead of explanation to communicate urgency.
- Turns everyday language into a visual metaphor for scarcity.
- Avoids panic or guilt-based messaging.
- Builds on a trusted long-term conservation platform.
- Makes climate impact feel immediate and relatable.
By removing water from language itself, the campaign forces audiences to imagine a world where something essential is suddenly gone.
“Water Is Missing” shows how minimal design and OOH advertising can turn environmental awareness into a powerful cultural signal.
Frequently Asked Questions
It is an outdoor advertising campaign by Denver Water that visually removes water-related words from common phrases to highlight drought conditions.
The campaign was created by creative agency Sukle.
The message encourages people to reduce water usage due to severe drought conditions in Colorado.
A large portion of its water supply comes from snowmelt, which has been significantly reduced due to low snowpack levels.
It uses minimal typography and visual subtraction to represent water scarcity instead of traditional imagery or fear-based messaging.
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