Giorgio Armani Promo, Case study ARMANI DROPS FOR LIFE by R/GA New York, Y&R Garage 4x4 Riga

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Industry Business equipment & services, Public awareness, Corporate Image
Media Promo & PR, Case study
Market United States
Agency R/GA New York
Agency Y&R Garage 4x4 Riga
Associate Creative Director Andrew Eaton, Ida Gronblom, Fabian Berglund
Creative Director Cyrus Vantoch-Wood
Art Director Mehmet Irdel
Released March 2011

Credits & Description

Category: Best Use of Social Media Marketing
Product/Service: SOCIAL CAUSE
Agency: R/GA
Date of First Appearance: Mar 1 2011
Entrant Company: R/GA, New York, USA
Entry URL:
Creative Director, Mobile & Social Platforms: Cyrus Vantoch-Wood (R/GA)
Associate Creative Director, Copy Writing: Fabian Berglund (R/GA)
Associate Creative Director, Visual Design: Ida Gronblom (R/GA)
Copy Writer: Joanna Crean (R/GA)
Senior Visual Designer: Akane Kodani (R/GA)
Art Director, Visual Design: Mehmet Irdel (R/GA)
Associate Creative Director, Visual Design: Andrew Eaton (R/GA)
Senior Visual Designer: Sean Kelly (R/GA)
Mobile Technical Director: Rob Spychala (R/GA)
Technical Team Leader: Jon Hackett (R/GA)
Associate Technical Creative Director: Josh Balik (R/GA)
Open Standards Developer: Brad Frost (R/GA)
Senior Software Engineer: Josh Stephenson (R/GA)
Senior Interaction Designer: Ross Popoff-Walker (R/GA)
Interaction Design Director: Shikkhiu Ing (R/GA)
Group Director, Production: Brian Schultz (R/GA)
Executive Producer: Julie Renwick (R/GA)
Executive Producer: Cindy Pound (R/GA)
Group Account Director: Danielle Gontier (R/GA)
Media placement: Website - - March 1, 2011
Media placement: Facebook Page - Facebook - March 1, 2011
Media placement: Video Projection - Major Cities - March 1, 2011
Media placement: Mobile App - IPhone - March 1, 2011
Media placement: Print - The New York Times - March 1, 2011
Media placement: Banners - Associated Sites - March 1, 2011

Insights, Strategy & the Idea
Our challenge was not only to shed light on an ongoing problem affecting the lives of so many around the world, but to provide a practical solution for people to get involved. The Unicef Tap Project is an initiative to help bring safe, clean drinking water to those in need around the world. Giorgio Armani wanted to help and rally others to the cause with the digital campaign Drops for Life. Our goal was to get people leading digital lives to think about a real world problem through their everyday interactions. People who are fans of Armani are affluent, so by creating Drops for Life, we saw an opportunity to raise awareness with them through their digital touch points: online, on Facebook, and via mobile.Drops for Life was created to not just raise money but also awareness for a very serious problem affecting millions of people

Creative Execution
Visitors to the site are simply asked to “like” the cause, and a dollar is donated to the Tap Project on behalf of Armani. Their contribution is visualized as a drop in the pool, joining others who donated, as well as posted to their Facebook wall, spreading the message across their network. To promote Drops for Life, we got the word out with a projection of the site in major cities, a New York Times takeover, print, and a mobile app. The Drop for Life app challenges people to carry a digital drop as far as possible for those in need, echoing the fact that so many have to walk miles for clean drinking water.

Results and Effectiveness
Armani not only raised money for countless in need, but also much-needed awareness about the Unicef Tap Project, encouraging individuals and hopefully companies to continue supporting a very important cause. In just one month, the campaign garnered over 40,000 “likes” on Facebook, contributing to raising enough funding for UNICEF to provide 10,000,000 days of safe, clean drinking water for children in need.