Advertiser: THE WATER PROJECT
Agency: BBDO TORONTO
Category: Best Use of Ambient Media: Large Scale
Advertising campaign: GRENADE SCULPTURE
Art Director: Alice Blastorah (BBDO Toronto)
Vice President/Account Director: Rebecca Flaman (BBDO Toronto)
Founder/Chief Executive Officer: Peter Chasse (The Water Project)
Writer: Neal Khosla (BBDO Toronto)
Senior Vice President/Executive Creative Director: Carlos Moreno (BBDO Toronto)
Senior Vice President/Executive Creative Director: Peter Ignazi (BBDO Toronto)
Strategy
Most people don’t know how valuable fresh water is. It is something too many of us take for granted. Some facts: Over 780 million people worldwide lack access to clean drinking water. Dirty water kills more people than war.To raise awareness, we showed people how dangerous dirty water can be: we created an ice sculpture using dirty water in the shape of a grenade. And placed it beside beautiful, clean ice sculptures at a local ice festival to remind people that water can be beautiful, but also deadly.
Execution
To raise awareness, we showed people how dangerous dirty water can be: we created an ice sculpture using dirty water in the shape of a grenade. And placed it beside beautiful, clean ice sculptures at a local ice festival to remind people that water can be beautiful, but also deadly.To reinforce that the message, we also handed out postcards that drove people to www.thewaterproject.org where they could donate in an effort to provide clean drinking water to those who currently do not have access.
Effectiveness
The response was overwhelming. People started interacting and talking about dirty water in ways they never had before. The Water Project saw an increase in Twitter activity of more than 30%. And most importantly started a conversation that could save lives.