SUMMIT ON THE SUMMIT by TBWA\Chiat\Day Los Angeles for Pur

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SUMMIT ON THE SUMMIT

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Industry Household maintenance & pet products, Environmental & Animal Issues
Media Promo & PR, Case study
Market United States
Agency TBWA\Chiat\Day Los Angeles
Associate Creative Director Chuck Blackwell - Ken Pappanduros - Jason Busa
Executive Creative Director Patrick Oneill
Copywriter Eric Terchila
Producer Alieen Baliat
Account Supervisor Sara Figoski
Editor Mark Allen Kurtz, Joanna Manning
Released September 2009

Credits & Description

Category: Best Use of Sponsorship
Advertiser: PROCTER & GAMBLE
Product/Service: PUR WATER FILTERS
Agency: TBWA\CHIAT\DAY LA
Date of First Appearance: Sep 29 2009 12:00AM
Entrant Company: TBWA\CHIAT\DAY LA, USA
Global Director of Media Arts: Lee Clow (TBWA\Chiat\Day)
Chief Creative Officer: Rob Schwartz (TBWA\Chiat\Day)
Executive Creative Director: Patrick O'Neill (TBWA\Chiat\Day)
Group Creative Directors: Margaret Keene/Chris Adams (TBWA\Chiat\Day)
Associate Creative Director: Jason Busa (TBWA\Chiat\Day)
Art Directors: Denise Zurilgen/Paulo Cruz (TBWA\Chiat\Day)
Copywriter: Eric Terchila (TBWA\Chiat\Day)
Executive Producer: Guia Iacomin (TBWA\Chiat\Day)
Producer: Alieen Baliat (TBWA\Chiat\Day)
Managing Director: Erica Hoholick (TBWA\Chiat\Day)
Group Account Director: Brynn Bardacke (TBWA\Chiat\Day)
Account Supervisor: Sara Figoski (TBWA\Chiat\Day)
Account Executive: Patty Mira (TBWA\Chiat\Day)
Planning Director/Planner: Tracy Sheerin/Brad Filice (TBWA\Chiat\Day)
Director/Director of Photography/Editor/Producer: Adam Bellachy (B House Films)
Editor: Joanna Manning (Whitehouse Post)
Editor: Mark Kurtz (Asylum VFX)
Visual Effects: Miles Essmiller (Asylum VFX)
Sound Engineer: Rohan Young (Lime Studios)
Sound Engineer: Joel Waters (Lime Studios)
Media placement: TV (3 Spots) - CBS, TBS, FOOD, TLC, HGTV - 6 January 2010
Media placement: Summit Documentary (TV) - MTV - 14 March 2010
Media placement: IPhone App - Apple.com - 4 January 2010
Media placement: Videos - Purwater.com, PUR Facebook, PUR YouTube - 21 December 2009
Media placement: Website (PUR) - Purwater.com - 29 September 2009
Media placement: Website (Summit) - Summitonthesummit.com - 9 September 2009
Media placement: IMedia - Facebook, YouTube - 1 November 2009
Media placement: PR (Mobile Tour) - Philadelphia, Dallas, Atlanta - 19 February 2010

Results and Effectiveness
Summit on the Summit changed the way Americans think about PUR. We earned over 793 million impressions in media, and cemented our role fighting the water crisis with CSDW. We went from 2,000 to 64,000 fans on Facebook. President Clinton blessed our work at Clinton Global Initiative. And our sales team experienced our highest ever sell-in rates for PUR special packs and promotions. Americans joined the fight with PUR because they believe in what we stand for; and just as the recession hit full-steam, sales volume during the promotion increased 4% vs. the prior year.

Creative Execution
Instead of being a sponsor, PUR became the on-climb water expert. We started with an online documentary series. Then we developed a kit for climbers, with water education and filters to stay hydrated while they train. We created an information tool in social media that spread the word and let people donate 10 liters with just a click. Instore, we stocked packs with a specially designed water bottle. We even sent our own climber, Dr. Greg Allgood, from PUR’s Children’s Safe Drinking Water Program. Then we turned the People’s Choice Awards into a Summit kickoff. We streamed footage of an African village and educated viewers about PUR’s philanthropy. And we teamed up with show host Queen Latifah to raise awareness during the show and afterward. Ultimately, we wanted to keep momentum building, so we created a truck tour to bring the climb nationwide and an exclusive full-length documentary for MTV.

Insights, Strategy & the Idea
Most of us don’t think twice about the water we drink. And this is frightening considering a billion people around the world don’t have any clean water. On top of that, the water we drink in America isn’t always perfect. So our mission became to tell the world about our water problems, and how PUR technology can help fix them – whether you live in Tanzania or Texas. We knew that if they learned about the severity of the global situation, they’d join with PUR at home. So we partnered with Summit on the Summit, a climb of Mount Kilimanjaro including a group of musicians, artists and advocates. It shined a light on the World Water Crisis, and showed the world how PUR is helping people get clean water, in the third world and also here at home.