The challenge: Make people know about the water crisis that is happening in Africa.

The objectives: Create awareness about The Water Project Foundation.

The strategy: Make people feel the frustration of not having access to clean drinking water.

The execution: At movie theatres, we created stunts in which we gave free bottles of water. But the bottles were almost impossible to open. When people got frustrated making a little effort trying to open the bottles, we showed them what a big effort it is for others to get clean drinking water.

The outcome: Based on the stunt, we created a video that launched during Water Week. This video became the most successful piece of communication that the organization has done, increasing the traffic on their website by 400% and duplicating their FB followers.

At movie theatres, we created stunts in which we gave free bottles of water. But the bottles were almost impossible to open. When people got frustrated making a little effort trying to open the bottles, we showed them what a big effort it is for others to get clean drinking water.

The online video redirected people to The Water Project website, where people can learn, get involved or donate money for funding clean water projects. We increased the traffic of The Water Project website by 400%. We doubled the amount of followers in their Facebook in less than a week (from 10k to 19.5k). We created the most viewed and successful campaign for the organization, getting more traffic and exposure than all the campaigns and work that they did before.

We educated people about this important topic. We created awareness about The Water Project Foundation and the water crisis that is happening in Africa.