UNICEF (United Nations International Children’s Emergency Fund) Promo, Case study CELEBRITY TAP by Droga5 New York


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Industry Charities, Foundations, Volunteers, Human Rights
Media Promo & PR, Case study
Market United States
Agency Droga5 New York
Executive Creative Director Nik Studzinski, Ted Royer
Creative Director Neil Hemann
Art Director Jon Kubik, Jeff Anderson
Copywriter Adam Noel, Isaac Silverglate
Designer Chris Schwartz
Released March 2011

Credits & Description

Category: Best Use of Sponsorship
Advertiser: UNICEF
Product/Service: TAP
Agency: DROGA5
Date of First Appearance: Mar 11 2011
Entrant Company: DROGA5, New York, USA
Entry URL: https://www.celebritytap.org/
Creative Chairman: David Droga (DROGA5)
Executive Creative Director: Ted Royer/Nik Studzinski (DROGA5)
Creative Director: Neil Hemann (DROGA5)
Art Director: Jon Kubik/Jeff Anderson (DROGA5)
Copywriter: Adam Noel/Isaac Silverglate (DROGA5)
Designer: Chris Schwartz (DROGA5)
Head of Integrated Production: Sally-Anne Dale (DROGA5)
Executive Producer, Broadcast: Misha Louy (DROGA5)
Production Assistant: TJ Ryan (DROGA5)
Executive Producer, Digital: Andrew Allen (DROGA5)
Interactive Producer: Jason Curtis (DROGA5)
Executive Producer, Art: Cliff Lewis (DROGA5)
Art Producer: Mea Cole Tefka (DROGA5)
Print Studio Manager: Rob Lugo (DROGA5)
Account Manager: Julia Albu (DROGA5)
Celebrity Photographer: Art Streiber (Stockland Martel)
Still Life Photographer: Martin Wonnacott (Cake Factory)
Celebrity Portraits: Leigh Viner
Interactive Production Company: JAM3 (JAM3)
Media placement: Internet - Www.celebritytap.org - 11 MARCH 2011
Media placement: OOH - Times Square Screens - 28 March 2011
Media placement: PSAs - CBS - 11 March 2011
Media placement: DIGITAL - Banners - 11 March 2011
Media placement: Print - Magazines - March 2011

Insights, Strategy & the Idea
900 million people worldwide don’t have the luxury of clean drinking water. We needed to get this message to the public in a fresh, new way that they wouldn’t tune out.

To create awareness of the water crisis by using ridiculously famous people to highlight the issue.

Creative Execution
We took branding tap water a step further by branding and bottling the most famous celebrity faucet water in the world.

Donations made to UNICEF put donors in the running to win The Ultimate Deluxe Platinum Celebrity Tap Pack [Limited Edition], which included bottles of real tap water from the real famous kitchen sinks of the stars. While the cause was serious, the tone of the campaign was fun and entertaining. A wide variety of celebrities were selected for the campaign to wholly appeal to the masses. Grammy-winning superstar, Rihanna. Teen idol, Selena Gomez. Grammy-winning country sweetheart, Taylor Swift. Hollywood heart-throb, Adrian Grenier, Oscar-winning comedian, Robin Williams, and five-time NBA all-star, Dwight Howard. There was a famous tap water for every non-famous person's taste.

By putting value on a celebrity's tap water, we recognized just how lucky we are to have clean water, and that all water is created equal.

Results and Effectiveness
Celebrity Tap has garnered great success continuing UNICEF's initiative to help children in countries deprived of clean, safe water. Over 1 billion editorial and media impressions reached a wide range of demographics. The average website visitor stayed engaged with the site's content for over 3 minutes. The campaign has helped raise total Tap donations to $3 million, and has provided 400,000 days of clean water to children in need, so far.