2015 Winners & Shortlists

The Brief

Since the Syrian conflict began, 9 million people have been displaced and 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 integrated Price of Water campaign that asked people to pay for water what they feel it’s worth. An emotional TV ad was followed by a unique sales promotion, supported on social media by Twitter Tap, where Arwa created the simplest donation system by donating money for every retweet.

Results

The campaign was a huge success. It gained 30 million media impressions. The online film was viewed 1.5 million times in in 6 weeks. And Price of Water gained 40 000 Twitter followers. At the end of the campaign we donated 200 000 liters of clean water to refugees and raised enough money to provide a long-term solution with two permanent water filtration systems in Zataari Refugee Camp that’ll provide thousands of litres of clean water every month.