Armani Fragrances asked us to help reinvigorate their long-running Aqua For Life campaign with consumers,by creating a new visual identity, narrative and digital activation campaign. At the heart of the campaign is the transformational impact on lives brought about by having safe and clean access to water. We needed to inform audiences about the challenge of water scarcity.
We learned from Green Cross that in water-scarce regions, just 10 liters of water per day is considered a luxury. Compare that to those in water-rich areas, who use on average over 100 liters a day. We designed a campaign to draw attention to this discrepancy. We engaged influential bloggers in 10 active regions across the globe to take the #1dayon10litres challenge. Their eye-opening experiences led to a proliferation of great visual content across social media, drawing traffic to the website.