The phenomenon of the 'first world problems' hashtag might have come about as a way to shed more perspective on people lucky enough to have issues that are no bigger than accidentally cutting grapefruit on the wrong axis or getting the wrong toy in a McDonald's happy meal, but the Water is Life campaign shows how ridiculous these rantings are--no matter how innocent they are. Juxtaposed with images of those suffering third world conditions, the Water is Life campaign asks people to "donate to help solve real problems."
Conceived and executed by the DDB ad agency branch based in New York, United States, the Water is Life campaign was eye-openingly art directed by Sam Shepherd with creative direction by Menno Kluin. It was shot by photographers Alec Helm and JT Elbracht.
Key Themes Behind This Trend
- Hashtag-inspired Advertising
- Using hashtags as a creative source for impactful advertising campaigns.
- Raising Awareness Through Contrast
- Highlighting the stark difference between first world problems and third world conditions to encourage action.
- Perspective-driven Marketing
- Utilizing advertising to bring a new perspective and challenge societal norms.
Where This Applies
- Advertising & Marketing
- Opportunity for agencies to create compelling campaigns that make use of current social media trends.
- Nonprofit & Charity
- Innovative ways for organizations to raise awareness and drive donations to support real-world problems.
- Photography & Visual Arts
- Exploring visual storytelling to effectively communicate powerful messages and evoke emotions.
