| Title | Drowning Water |
| Title (original language) | erTrinkwasser |
| Brief | Using a kind of Trojan horse, Sea-Watch e.V. set out to infiltrate users’ social bubbles by means of a cool, supposedly harmless, drink – erTrinkwasser – in order to position its message directly front of mind, completely unannounced. The unusual design of the key visuals was intended to provide initial clues, but the campaign’s tragic background was only revealed via QR codes with links to a landing page and film. As well as being informative, the clip was also specifically designed for social media. Its mechanics were exactly the same as those of other advertising media.The plan was to avoid making the statement completely obvious at first sight, meaning that it was all the more effective at second glance. It was a triumph: Playing with tried and tested, encouraging advertising messages – the epitome of the carefree world of prosperity – and the terrible reality of refugees attracted enormous attention. The campaign was the subject of controversial debate on social media, TV and radio, and in the press. As a result, donations tripled during the early days of the campaign. |
| Agency |
GUD.berlin
|
| Campaign |
Drowning Water
|
| Advertiser |
Sea-Watch
|
| Brand |
Sea-Watch
|
Want to see all the credits ? this content is for subscribers only
Subscribe and get unlimited access.
Be inspired by the best creative work from around the world.
Subscribe
Already a Subscriber ? Log In
|
| Date of First Broadcast/Publication |
Subscribers Only
|
| Business Sector | Subscribers Only |
| Story | Subscribers Only |
| Media Type |
Digital
|
| Chief Creative Officer |
Ch.....an A...pé Subscribers Only
|
| Art Director |
M...a G...ter Subscribers Only
|
| Art Director |
M...na L...nz Subscribers Only
|
| Client Services Director |
..n K...den Subscribers Only
|
| Account Management |
T...in K...oy Subscribers Only
|
| Executive Creative Direction |
J...an W...el Subscribers Only
|
| Creative Producer |
W..f G....nz Subscribers Only
|
| Actor / Celebrity |
A..a Ha....rg Subscribers Only
|
| Hair |
Vi....ia G....ll Subscribers Only
|