This Video About Dropping a Brick Is Worth a Few Laughs and 67 Million Gallons of Water

Part poop joke, part drought relief

Headshot of David Griner

If you're going to drop an upper-decker, you might as well help fight a drought in the process.

"Drop A Brick" is a nonprofit Indiegogo project created by a partnership of several California businesses, including San Francisco agency BarrettSF, that encourages you to buy an eco-friendly rubber brick filled with hydro-gel that expands 200 times its size when water is added. Putting the brick in the top tank will displace half a gallon of water, saving about 50 gallons a week for a family of four.

If every Californian dropped a brick, the initiative says, it would save 67 million gallons of water a day.

The crowdfunding video is basically one big poop joke, but it's surprisingly amusing and has been getting quite a bit of passaround. Still, organizers say they'd like to see more bricks being ordered to help alleviate California's crippling drought as soon as possible.

So check out the video and explainer photos below, then go see about dropping a fat one in the tank. No need for a courtesy flush.

Via Osocio.


Agency: BarrettSF, San Francisco

Creative Directors: Jamie Barrett, Pete Harvey

Art Directors: Martina D’Alessandro, Brad Kayal

Producer: Nicole Van Dawark

Account Manager: Brooks Dennard

Account Intern: Libbie Maine

Senior Proofreader: Elle Banyo

Production Company: Pre-Future

Director: Pete Harvey

Director of Photography: Joel Jackson

First Assistant Director: Jamie Barrett

Grip, Electrical: Gus Hoffman

Sound: Paul Dorough

Line Producer: Nicole Van Dawark

Production Designer: Martina D’Alessandro

Locations Manager: Libbie Maine

Hair, Makeup: Brooks Dennard

Production Assistant: Stefanie Ku

Editing Company: Pre Future

Editor: Ian Montgomery

Audio Record, Mix: Mark Pitchford, M Squared

Animator: Tom Yaniv

Color Correction, Online: Mark Everson, Everson Digital

@griner David Griner is creative and innovation editor at Adweek and host of Adweek's podcast, "Yeah, That's Probably an Ad."
Publish date: October 16, 2014 © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT