Creative Firm: Casanova Pendril - New York, NY, USA
Creative Team: Elias Weinstock - VP/Executive Creative Director; Alejandro Ortiz - Creative Director; Gil Arevalo - Copywriter/Art Director; Dámaso Crespo - Art Director/Copywriter; James Long - Editor; Keith Olwell - Post-production Supervisor
Clean water is something most everyone takes for granted and assumes is practically free. That's half true for much of the world, and in its campaign for UNICEF, New York agency Casanova Pendrill tried to find an interesting, groundbreaking way of making the desensitized New Yorker aware of the global water issue and motivate them to donate to bring clean water to children in need-all without a budget. "The client wanted us to convey that just $1 provides a child with 40 days of safe drinking water," the agency reports. With its skull-and-crossbones-inspired logo, the mock product of bottled "dirty water," the agency says, was an easy and direct way to brand this new lethal kind of bottled water: "The names of each flavor/illness were selected from the most common and lethal waterborne diseases found in the developing countries lacking clean water."