Challenge
Millions of women in Africa walk hours a day for clean water to keep their families alive. It’s a journey that can be eradicated, but not without help. Brita and ME to WE wanted to connect North Americans to this humanitarian issue and promote their specially marked reusable filtered Brita water bottles that provide clean water to someone in Africa for a whole year.
Solution
On World Water Day 2019, we released a 4 hour and 17-minute film of a real woman’s daily walk for water — as a pre-roll ad on YouTube. At any point in her journey, viewers could ‘End her walk’ by clicking an embedded button that linked to purchase the specially marked Brita water bottles. Using first-party data from YouTube and Google, we amplified our message to target audiences leveraging gender, age, education, and interests such as nutrition, social responsibility, travel, home appliances and more.
Results
The Walkumentary campaign exceeded industry norms with a 49% view rate and a 9% lift in sales over the previous year during the promotion period. It also won the Best Response-Driven Campaign at the inaugural YouTube Awards, and Gold in Consumer Products Engagement at the 2019 CMA Awards. Overall, the Brita and ME to WE partnership has provided over 55,000 people in Kenya with access to clean water.
dentsuOne x Terry Fox
With a decline in awareness of the Terry Fox foundation and charitable run, how do you break through with a 38 year old story? You reframe it for a new generation.
dentsuOne x Taco Bell
Taco Bell is a lot of things – but what about fancy? To compliment the toasted cheesy chalupa made with aged cheddar (that’s kinda fancy, right?) and to prove that Taco Bell can be kinda fancy, ...
iProspect x PartsEngine
In 2021, PartsEngine tasked iProspect to further maximize Search channels and increase revenue by 30%. So how did iProspect increase revenue, without sacrificing ROAS, after a record year of sal...
iProspect x A&W
A&W were confident that there was a big opportunity for a plant-based burger that tastes just like real beef. In a Canadian first, the Beyond Meat Burger was launched, appealing not only to...
Carat x Heinz
Heinz is famous for being slow. So, they wanted to show consumers that this summer, going slow is a good thing.
dentsu X: Dazn
Bring Sports to Canadians with a new weekly video podcast series “More Football”, offering fans what they want and teasing the value of subscribing to DAZN’s platform by showcasing key live matc...
Carat x IKEA
We needed to position IKEA as a true ‘sleep expert’. This got us thinking, what if we could help sleep deprived parents prevent their babies from waking up to show that IKEA rea...
MKTG: Scotiabank Hockey Day in Canada
How do you celebrate 20 years of Scotiabank Hockey Day in Canada? By bringing the celebration to Canada’s beautiful Yellowknife and uniting Canadians coast to coast with the Spark Rink....
GoalKeepers17: Rallying around Global Goals
As part of Common Ground, all of its members have committed to raise awareness of the SDGs amongst businesses and consumers and to work together, in multi-stakeholder partnerships, to support th...
dentsumcgarrybowen: Heart Foundation
Everyone thinks they know what a heart attack looks like, but they’re almost always wrong as it’s rarely dramatic at all. This campaign by Barnes, Catmur & Friends in New Zealand drew attent...
Malaria No More: A movement to end malaria
The #MalariaMustDie campaign has been supported by a range of agencies both inside and outside the Dentsu Aegis Network with the end goal being to rally the public support for political action o...
Isobar & Carat: Dis-Moi Elliot
Dis-Moi Elliot (translated as Tell Me, Elliot) was a campaign that aimed to reduce prejudice about autism through an innovative, interactive and experimental website.
360i: Change the Picture
The #ChangeThePicture campaign focused on changing the picture of male mental health, featuring an Instagram gallery of 12 men who shared photos of themselves on social media looking like the pi...
ICUC x Chili's
TikTok specifically presented both opportunities and challenges for the Chili’s team, in addition to the COVID-19 pandemic. Chili’s needed a partner to not only optimize their brand presence but...
gyro: Snuffed Out Marine Life
The Surfrider Foundation ran a campaign to raise awareness of the issue of cigarette butt litter and the effect that this litter has on our coasts and waterways.
dentsumcgarrybowen: Dead Whale
With the Philippines being the 3rd biggest ocean polluter and with an increasing number of whales washing up on shores with plastics in their stomachs, the campaign aimed to raise awareness and ...
dentsu X: No Frills
Saving big on groceries isn’t just about the glory — or is it? Following the success of the Haulers Campaign in 2018, we brought Haulers a fun way to earn real PC Optimum points online.
dentsumcgarrybowen: Brita Walkumentary
Having the ability to ‘skip the unpleasant’ is a privilege for some — but not for all. Brita and ME To WE needed a digital campaign to remind North Americans just how far one purchase can go.