Cannes Lions

WORDS FROM WATER

GREY GROUP HONG KONG, Hong Kong / A DROP OF LIFE / 2013

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Overview

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Credits

Overview

Execution

By using just a tiny amount of water to reveal our message, we reinforced the importance of a scarce resource to people who need it dearly. If a few drops of water could grab the attention of an indifferent target audience in Hong Kong, then people could instantly imagine the impact a few drops could make for someone living with water shortages.

The coasters utilized a new printing technique, which impressed potential donors with a novel experience. By contrasting rainy, coastal Hong Kong to the arid regions that a Drop of Life serves, our message carried even stronger resonance.

Outcome

We distributed over 30,000 drink coasters to restaurants. Tens of thousands of people witnessed the words formed from water, bringing the unnoticed problem to light. The charity's website address was printed on the coasters, which led to donations to A Drop of Life increasing by 12% in the quarter following the campaign.

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