Hashtag Killer flips #firstworldproblems for Water is Life

We’ve already written about brands holding open conversations on social media with individuals (one to one conversations that are visible to all).  Water is life has industrialized this approach with a smart integrated campaign to guilt people into donating money to solve real world problems rather than complaining about #firstworldproblems.

The campaign calls out tweets mentioning #firstworldproblems across media.

Print executions include Happy Meal : “My son got the wrong toy in his happy meal. #FirstWorldProblems”

and Grapefruit : “I accidentally cut my grapefruit on the wrong axis #firstworldproblem”

“Sat in the front row of a movie theater and now my neck is sore. #FirstWorldProblems”

In addition to the TVC and print executions, personalized online films were created for specific tweets.

I would have expected the views on these films to be a little higher (most of the views seem to come from advertising blogs or websites).  But still, the execution for the whole campaign is great and the idea is powerful.

Agency DDB New York