Water is Life Design & Branding WORLD WATER DAY 2012 by DDB New York

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WORLD WATER DAY 2012

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Industry Environmental & Animal Issues, Public Safety, Health & Hygiene
Media Design & Branding
Market United States
Agency DDB New York
Executive Creative Director Menno Kluin
Art Director Sam Shepherd
Copywriter Frank Cartagena
Photographer Alec Helm
Released March 2012

Credits & Description

Category: Posters
Advertiser: WATER IS LIFE
Product/Service: UNSAFE DRINKING WATER AWARENESS
Agency: DDB NEW YORK
Chief Creative Officer: Matt Eastwood (DDB NY)
Executive Creative Director: Menno Kluin (DDB NY)
Copywriter: Frank Cartagena (DDB NY)
Art Director: Sam Shepherd (DDB NY)
Designer/Typographer/Illustrator: Juan Carlos Pagan (DDB NY)
Designer/Typographer/Illustrator: Joanne O'Neill (DDB NY)
Photographer: Alec Helm (DDB NY)
Media placement: 'Skull' Poster - Wild Postings - 22 March 2012
Media placement: 'Ghana Water' Poster - Wild Postings - 22 March 2012
Media placement: 'Africa' Poster - Wild Postings - 22 March 2012
Media placement: 'Even When Full' Poster - Wild Postings - 22 March 2012
Media placement: 'Cholera' Poster - Wild Postings - 22 March 2012
Media placement: 'H20' Poster - Wild Postings - 22 March 2012
Media placement: 'Luxury' Poster - Wild Postings - 22 March 2012

Describe the brief from the client
In developing countries, clean water isn’t nearly as easy to find as it is in the United States; 884m people around the world lack access to clean water and 3.6m people die each year from water-related disease. WATERisLIFE, a non-profit, tasked us to spread awareness of the worldwide water epidemic and their mission to help put a stop to it.

Describe the challenges and key objectives
Working with a limited budget, we needed to spread awareness for something we all take for granted: water. Our objective was to get Americans to take a few seconds from their everyday life to let us educate them about the world water crisis.

Describe how you arrived at the final design
When dealing with the world water crisis, facts are your number one asset. So instead of using just one, we embraced those that were most powerful. Each fact was given its own unique design and poster to drive home the message that access to clean drinking water is a privilege.

Give some indication of how successful the outcome was in the market
The campaign was picked up as Fast Company’s Exclusive article on World Water Day, which garnered 15.3MM impressions alone (costing us $.00014 per impression). Other national media and smaller blogs followed suit, propelling site visits to over 2,350%. On launch day alone, enough donations came in to provide 31 years worth of clean drinking water to those in need.

• Impressions: 20MM
• Cost per impression: $.000125 USD; roughly 7 impressions for every penny spent
• Cost per response: $.05 USD
• Press: Fast Company, CBS, NBC, FOX, etc.
• Site visits: +2,350%
• Cups taken: 234
• Result: 11,315 days worth of clean water was donated on World Water Day alone.