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

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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: Charities & Not For Profit
Advertiser: WATER IS LIFE
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: 6 Drinking Cups - Next To Polluted NYC Water - 22 March 2012
Media placement: 7 Posters - 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
The challenge: Design paper cups and posters around 6 different facts relating to the world water crisis. The cups were to be placed in branded dispensers and installed next to polluted city water, inviting New Yorkers to drink from it.

The goal wasn’t just for pedestrians to pull one cup alone. To fully educate about the severity of world water crisis, we needed them to see all cups and all facts. So we staggered them in the dispensers, so a new one would appear with each pull.

Describe how you arrived at the final design
Enticing New Yorkers to drink from polluted water is satirical in nature, which meant the designs needed to follow suit. Using only a 2-color process, we took the 6 facts and represented each one with a unique visual. We printed the facts on the backs of each cup to create intrigue among pedestrians, forcing them to pull one in order to reveal the whole message.

Give some indication of how successful the outcome was in the market
• 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.