WATER THAT KILLS by J. Walter Thompson Jakarta Indonesia for KRUHA

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Industry Public awareness
Media Ambient, Case study
Market Indonesia
Agency J. Walter Thompson Jakarta Indonesia
Director Putra Arradin
Executive Creative Director Ivan Hady Wibowo
Producer Yutha Oktavina, Nina Rakhmatika, Anna Myllykangas
Released September 2010

Awards

Spikes Asia 2011
Media Use of Media Gold

Credits & Description

Type of entry: Use of Media
Category: Best Use of Ambient Media: Small Scale
Advertiser: KRUHA
Product/Service: KRUHA
Agency: JWT Jakarta, INDONESIA

Executive Creative Director: Ivan Hady Wibowo (JWT)
Associate CD/Copywriter: Anton Santosa (JWT)
Associate CD/Art Director: Leonard Wiguna (JWT)
Producer: Yutha Oktavina (JWT)
Producer: Nina Rakhmatika (JWT)
Print Producer: Budi Mulianto (JWT)
Account Director: Reza Fitriano (JWT)
Account Manager: Sherly Basri (JWT)
Account Executive: Louise Corputty (JWT)
Director: Putra Arradin (Kemistry)
Producer: Anna (Kemistry)

Results and Effectiveness:
For the first time this issue was being openly discussed – in the media on blogs and chat rooms - even top celebrities joined in the discussion. The number of callers converting to donors increased 50 fold with the funds being used for procuring hundreds of water filters. People are also starting to make petitions to the government to take action.
Creative Execution:
A specially built projector with motion and time controller installed in hundreds of public toilets. Whenever people wash their hands a video of a child and mother with a baby is projected into the trough creating a clear reminder that many people have no choice but to drink unclean water
Insights, Strategy and the Idea:
87% of the Indonesian population has no access to clean water. Even public tap water is unsafe to drink. Poor sanitation and unclean water is responsible for 80% of all sickness and disease, killing more than 136 children every day. Despite the staggering statistics and widespread scale of the problem very little has been done to address the issue. Affluent Indonesians buy bottled water-the rest are left to fend for themselves. We wanted to raise the profile of this problem in a very public and provocative way-to get people talking about the issue and hopefully drive action from the government

The Ambient Advert titled WATER THAT KILLS was done by J. Walter Thompson Jakarta Indonesia advertising agency for product: KRUHA (brand: KRUHA) in Indonesia. It was released in Sep 2010.