Waterislife.com launches ‘cup dispenser’ experiental campaign in New York via DDB
March 22 2012, 10:42 pm | | 9 Comments
One in eight people lack access to clean water worldwide. So to coincide with World Water Day (today Thursday March 22) DDB New York has launched an experiental campaign that placed drinking cups next to polluted inner city drains and pipes, driving home the message that access to clean water is a privilege.
The project, which pointed people to waterislife.com, was helmed by Matt Eastwood, DDB New York’s Aussie expat chief creative officer.
9 Comments
Yep, I can see it now:
A busy New Yorker walking by spots something odd in the water, then thinks, ‘Yep, bugger it. I know I’m running late but I’m going to take a few minutes to walk down through that mud, and have a look… Oh, it’s a cup. Well, I’ll be! You know what I’m going to do; I’m going to go home and visit that website.”
Well, at least it probably would be the cognitive process in an ideal world – one more accepting of scams and case study videos starring agency employees.
C’mon guys, hasn’t the industry moved past this?
Really. well said
When the both of you can reach the heights of the creators of this campaign and have actually created something of international note, then, and only then will your opinion be sought. #TallPoppySyndrome
Someone not as jealous as “Really”,
I’m not commenting on any other campaign or piece of work. I’m commenting on this one.
Nor is it a personal attack on its creators. It’s a comment about the work, which is what a forum like this should be for.
Really: good point but I reckon an odd installation of drinking cups next to a drain will resonate more with foot traffic than a more traditional approach. There’s something quite jarring about it that makes you think twice, even if you never go to the URL which 99% probably won’t
Really,
I understand your point of view, but the way I first read it, it came across as critisism as opposed to a look at how it could be tackled in a better way.
But I still agree with Tims point.
It’s been done several times over.
@really? – What you have to consider is that these days the stunt itself is rarely the point. The point is the PR that follows. In a world of content starved blogs and news sites, this idea provides much needed content for them to run on World Water Day. I’m guessing that’s the point. It got picked up by Fast Company magazine which, I imagine, multiplied the audience by millions: http://www.fastcoexist.com/1679552/new-yorks-dirtiest-water-now-conveniently-drinkable It’s the story, not the actual event, that will drive people to the URL to donate.
i like it better when it was a few years ago the vending machine
http://www.youtube.com/watch?v=TtOQda0aKIc
Menno did this too?