McGann | Zhang has launched the Los Angeles Coalition for Water Conservation (LACWC.org), an organization designed to raise awareness of the drought situation in L.A. County and beyond. The LACWC will elevate the conversation, raise funds, involve communities, create tools and offer practical, creative solutions to affect direct change.
The LACWC was conceived and founded by Geoff McGann and Yichi Zhang, co-founders of McGann | Zhang, an advertising agency based in both Los Angeles and Beijing. The organization’s initial partners also include McGann | Zhang client Heal The Bay. The first initiative is a broadcast campaign consisting of two spots, “The Actress” and “The Rocker”, which is a humorous look at the serious subject of wasting water.
In “The Actress,” we see an environmentally oblivious Hollywood actress instructing her gardeners/landscapers that she wants a nearby wall as well as the stones on her front lawn to be watered.
“The drought is the most critical environmental issue we are facing here in LA and it’s imperative that everyone who lives here work together to improve this situation,” said McGann. “Yichi and I want our agency and the work we do to be meaningful. By developing the voice of this situation and reaching people in ways that genuinely resonate with them, starting with this broadcast campaign, we believe we can move this issue forward and affect change.”
