2015 Winners & Shortlists

The Brief

Since the Syrian conflict began, 9 million people have been displaced and huge refugee camps have been set up in neighbouring countries. They are now safe from the dangers of war. But ironically face a new enemy, a lack of clean water. Arwa wanted to change that by encouraging people to reconsider the value of clean water.

Creative Execution

Arwa is a well respected bottled water brand in the region, so it is the perfect brand to develop a campaign about the scarcity and value of water. By removing the price altogether and allowing people to pay what they felt water is worth, The Price of Water campaign made people stop and appreciate the true value of water.

Describe the creative solution to the brief/objective.

Knowing that you can’t put a price on clean water, we didn’t. We launched the Price of Water campaign that asked people to pay for water what they feel it’s worth. Then developed the easiest donation system ever - Twitter Tap. We shared a single tweet, and for every retweet or reply we donated five dirhams to provide clean water to Syrian refugees.

Results

The results were unprecedented. In only a few days, our single tweet received over 9000 retweets and replies, and received 8.2 million social media impressions. The success of that one tweet alone, enabled Arwa to donate more than 200 000 litres of clean water to refugees.