Today, 97.33% of Americans have access to clean water at virtually any time of day, and anywhere they are. Their relationship with water doesn’t hinge on availability. It comes down to choice. Gen Z and Millennials prefer natural drinks like water over other alternatives. For them, water is about flavour, price-point, and packaging; and most importantly, what it says about their personal brand.
But there are certain scenarios when Americans are willing to strip away their brand status and purchase a simple bottle of water. Sometimes, thirst is simply worth more than social currency.
Thirst is a reminder that we’re human.
My Role: Co-Strategist & Copywriter
(WPI: Young Indies 2024 Brief)
Vending Machine Mock-Up
Our goal is to reinforce the importance of accessible clean water by making it “inaccessible” when one would least expect it. We’ll place vending machines in high-traffic locations like Time Square in New York City; in airports and stadiums where they’re frequently visited; and at sweltering summer festivals. The vending machines themselves will be an eye-catching yellow and shaped as a jerry can to both draw attention and promote awareness of charity:water through its brand identity.
Those looking to purchase water from the machine will discover upon further inspection, that it only contains bottles of dirty water. Those curious about the vending machine’s purpose and charity:water can scan the available QR code that links out to www.charitywater.org. While the contaminated bottles are only for display, the vending machine itself accepts payment and will be leveraged as an easy donation mechanism. People will be encouraged to “purchase” a bottle of dirty water for $2(USD) with 100% of the cost being donated to charity: water.
PR Headlines
By juxtaposing the refreshing nature of vending machines with the grotesque appearance of commercialized dirty water, it increases the virality of this stunt and extends the reach of charity:water within these influential spaces.
Bringing the reality of the water crisis closer to home.
Creative Team: Drew Lindsey and Camelia Pitsillis