Ciel: WATER IN THE DESERT

Credits & Description:

Advertiser: COCA-COLA / MEXICAN RED CROSS
Agency: JWT MEXICO
Category: Special Build
Advertising campaign: WATER IN THE DESERT
Other Credits: Antonio Von Hildebrand
Chief Creative Officer: Andres Martinez
Producer: Eduardo Muniz
Account Supervisor: Elkin Pradilla (Coca-Cola)
Producer: Gilberto Amezquita
Account Supervisor: Juan Andrade (Red Cross)
Account Manager: Kenneth Murphy (Coca-Cola)
Other Credits: Lemon Media
Executive Creative Director: Enrique Codesido
Account Manager: Karen Wholer
Executive Creative Director: Leonardo Varela
Creative Director: Mariel Blanco
Art Director: Martin Giudicessi
Creative Director: Martin Giudicessi
Account Manager: Dennisse Perez (Red Cross)
Copywriter: Mariel Blanco
Other Credits: Victor DavilaCreative Technologist: Javier Enriquez

Ambient Execution Description
The Problem:Every year, many people die from dehydration trying to cross the Mexican border to the USA through the Sonora desert. This is a worldwide-known truth.The Idea:The Mexican Red Cross, together with Ciel, will bring fresh water to the middle of the desert.How did we do it?We built self-powered refrigerators, which get their energy through an evaporation process to cool the bottles inside. These coolers were placed at strategic locations throughout the Sonora Desert as a last resource to help save the lives of migrants by sharing with them a bottle of water and an awareness message trying to make them turn back.Results:These action’s results are hard to measure; however, if only one person’s life was saved, it is probably the noblest result a brand can get, even if it’s never acknowledged for it.