Portonave Hourglass for World Water Day

Brazilian maritime company Portonave, handling containers in Santa Catarina, is running an awareness raising campaign associated with World Water Day, Sunday, March 22. The campaign uses an hourglass to alert employees and visitors of the importance of responsible use of water. “Muito de agua que voce desperdiça não volta mais. Use cada gota com consciência. Ela não vai fazer fálta só no futura já faz falta agora. E para você mesmo. Dia Mundial da Água”. Water is presented as a finite resource that can end when irresponsibly allowed to go down the drain. Creative director Luiz Dias explains the thinking behind the campaign. “The hourglass reinforces the warning that something needs to be done quickly, that the water problem is not a problem for future generations. It is for now. It is a problem of our time.”

Portonave World Water Day hourglass

Portonave World Water Day hourglass - carat


The Portonave Hourglass campaign was developed at D/Araújo, Florianópolis/SC, by creative director Luiz Dias, art director/illustrator Rivadávia Coura, copywriter Gustavo Avila, graphic producer Andreza Boeing, artist Bruno Gon, account director Michelle Duarte working with Portonave communication director Tairine Trainotti.