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Music For Life Charity Event: Black Boy Wanting Water
| See full size 1024x720 px | |
| Released: | April 2008 |
| Avertiser: | STUDIO BRUSSELS |
| Brand name: | Music For Life Charity Event |
| Agency: | Mortierbrigade |
| Country: | Belgium |
| Category: |
Public awareness messages
|
| Awards: |
Cannes Lions 2008 Direct Gold
Cannes Lions 2008 Media Gold
Cannes Lions 2008 Media Silver
|
| Tags: |
Case study
Cannes 2008
|
Credits:
Type Of Entry: Product and Service
Category: Charities, Public Health & Safety, Public Awareness Messages
Title: BLACK BOY WANTING WATER
Advertiser/Client: STUDIO BRUSSELS
Product/Service: MUSIC FOR LIFE CHARITY EVENT
Entrant Company, City: MORTIERBRIGADE, Brussels
Country: BELGIUM
Media/Advertising Agency, City: MORTIERBRIGADE, Brussels
Country: BELGIUM
Category: Charities, Public Health & Safety, Public Awareness Messages
Title: BLACK BOY WANTING WATER
Advertiser/Client: STUDIO BRUSSELS
Product/Service: MUSIC FOR LIFE CHARITY EVENT
Entrant Company, City: MORTIERBRIGADE, Brussels
Country: BELGIUM
Media/Advertising Agency, City: MORTIERBRIGADE, Brussels
Country: BELGIUM
Credit Details:
| Name | Position | Company |
| Jens Mortier, Joost Berends, Philippe Deceuster | Creative Directors | Mortierbrigade |
| Tim Driesen | Copy/Ad | Mortierbrigade |
| Joeri Vandenbroeck | Copy/Ad | Mortierbrigade |
| Dieter Vanhoof | Copy/Ad | Mortierbrigade |
| Peter Claes | Head Of Marketing | Vrt |
| Jan Van Biesen | Head Of Studio Brussels | Vrt |
Innovative Media Strategy:
The yearly charity event 'music for life', organised by radio station Studio Brussels and the Red Cross, focused on drinkable water. Every 15 seconds a child dies due to a lack of drinkable water. Studio Brussels wanted to raise money to help. We started from the insight that every TV host has a glass of water. It's so normal, that nobody even notices anymore. Until we started this guerrilla campaign.
Creative Execution:
A black boy showed up on Flanders' best watched station 'ИИn' over three days, always in prime time. He drank the host's glass of water and then ran off. The most frequently asked question during these three days was: 'have you seen the thirsty black boy?' The whole thing started to lead a life of its own on the internet and in other media. The only thing left to do, was claim the campaign.
Target Audience:
15 - 55 year-olds.
Effectiveness:
'Music for life' turned out to be a giant success. In 6 days, people donated 3.3 million Euro for drinkable water. A giant amount for a small country.