WATER FOR EVERYONE by Y&R Bogota for Mabe

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Industry Household maintenance & pet products
Media Promo & PR, Case study
Market Colombia
Agency Y&R Bogota
Art Director Gerardo Torres, Paola Avellaneda, Maria Fernanda Pinzon, Jaime Duque - Oscar Muñoz
Copywriter Diego Suarez, Juan Camilo Valdivieso - Jorge Millan, Julian Nuñez
Released July 2011

Credits & Description

Category: Other Consumer Products (including Durable Goods)
Advertiser: MABE
Product/Service: AQUASAVER
Chief Creative: Mauricio Rocha (Young & Rubicam)
General Creative Director: Tito Chamorro (Young & Rubicam)
General Creative Director: Victor Osorio (Young & Rubicam)
General Creative Director: Julian Jaramillo (Young & Rubicam)
Creative Director: Juan Camilo Valdivieso (Young & Rubicam)
Creative Director: Oscar Muñoz (Young & Rubicam)
Creative Director: Julian Nuñez (Young & Rubicam)
Copywriter: Juan Camilo Valdivieso (Young & Rubicam)
Copywriter: Julian Nuñez (Young & Rubicam)
Copywriter: Diego Suarez (Young & Rubicam)
Art Director: Maria Fernanda Pinzon (Young & Rubicam)
Art Director: Gerardo Torres (Young & Rubicam)
Art Director: Paola Avellaneda (Young & Rubicam)
Art Director: Oscar Muñoz (Young & Rubicam)
Media placement: Digital - Facebook - 22 July 2011
Media placement: Ambient - STREET - 22 July 2011

Insights, Strategy & the Idea
The Idea was turning a virtual water saving chain into a real solution for a population in need of this resource. We created “water for everyone”, a virtual water saving chain that invited Colombians to turn each Facebook 'like' into real water. And then, transported all the water saved by the virtual chain to San Pedro Consolado and four other towns lacking this important resource.

Creative Execution
With effective communication on the product´s benefits we where able to impact actual and potential consumer, bringing them together to join a common cause; different from the usual topics of tradition and environment.

Results and Effectiveness
- In just two weeks, more than 15,000 people joined Water for Everyone.
- We gathered 2 million litres of water, enough to help 4 towns: San Pedro Consolado, Palmira, Altos de la Florida and Vereda Llanaditas.
- With a campaign endorsed by a private Brand, we where able to create conscience of this resource and communicate that Water is for everyone.