Challenge

With 0$ budget, we had to create mass media exposure alarming New Yorkers about the thousands of children dying daily from a lack of clean water, and the urgency to help with donations to UNICEF.

Implementation

We bottled dirty water in 8 lethal varieties, made a vending machine for it, and launched it in Manhattan for 1$. “DIRTY WATER from developing countries” was designed to shock the public while inviting them to  donate into the machine, via text message, or online.

Results

This innovative, low cost outdoor-media/space engaged over 7.500 pedestrians, attracted worldwide media coverage, and increased the number of donation beyond all expectations/ the wide media exposure continues generating online and text message donations to UNICEF.

“Thirsty? So are millions of people around the world with no access to clean drinking water. 4,200 children die of water-related diseases everyday. Help provide safe drinking water to developing countries. Donate today. You wouldn’t drink dirty water. No one should. Donate now by texting TAP to 864233 (UNICEF) or visit tapproject.org.
Just a dollar provides a child with 40 days of clean drinking water.”

Advertising Agency: Casanova Pendrill, NY, USA
Executive Creative Director: Elias Weinstock
Creative Director: Alejandro Ortiz
Copywriters: Beto Arévalo, Dámaso Crespo
Art Directors: Dámaso Crespo, Beto Arévalo
Released: March 2009