Brief Explanation

People in Hong Kong take clean water for granted and never pay attention to the problem. Moreover, we faced a problem. With the bad economy, the budget was extremely tight but our idea still had to be attention grabbing.

The Brief

Northwest China is one of the driest regions in the world and drinking water comes predominantly from the small amount of rainwater collected in water cellars. The brief was to raise awareness on this problem and encourage the people in Hong Kong to help by donating.

How the final design was conceived

We created plastic umbrella bags and placed them in shopping malls all around Hong Kong. When it rained, they were guaranteed to be used. And with the people prepared to spend money on their shopping, they were more likely to donate. With a picture of a glass on the bottom, it looked like the rainwater was filling it up. This helped to convey our message that even a few drops of precious rainwater makes a thirst-quenching drink in Northwest China.

Indication of how successful the outcome was in the market

We use an innovative media where people were close to water but never paid attention to it. We definitely made the most out of our tight budget. Passers-by used the bags on rainy days and a lot of them were kind enough to make donations. Some people even took a few to give to their friends and family to help spread the message.