TITANIUM GRAND PRIX Cannes 2008 : "Black Boy Wanting Water" : MUSIC FOR LIFE CHARITY EVENT

"Black Boy Wanting Water"
How drinking a single glass of water can change many things!




Title: BLACK BOY WANTING WATER
Advertiser/Client: STUDIO BRUSSELS
Product/Service: MUSIC FOR LIFE CHARITY EVENT
Entrant Company, City: MORTIERBRIGADE, Brussels
Country: BELGIUM



Credit Details:
Name Position Company
Jens Mortier, Joost Berends, Philippe Deceuster Creative Directors Mortierbrigade
Tim Driesen Copy/ad Mortierbrigade
Joeri Vandenbroeck Copy/ad Mortierbrigade
Dieter Vanhoof Copy/ad Mortierbrigade
Peter Claes Head Of Marketing Vrt
Jan Van Biesen Head Of Studio Brussels Vrt



Description:
The yearly charity event 'Music for Life', organised by radio station Studio Brussels and the Red Cross, focused on drinkable water. Every 15 seconds a child dies due to a lack of drinkable water. Studio Brussels wanted to raise money to help. We started from the insight that every TV host has a glass of water. It's so normal, that nobody even notices anymore. Until we started this campaign...


Launch And Execution:
A black boy showed up on Flanders' best watched station 'één' during three days, always in prime time. He quickly drank the host's glass of water and then ran off. The most frequently asked question during these days was: 'have you seen the thirsty black boy?' The whole thing started to lead a life of its own on the internet and in other media. The only thing left to do, was claim the campaign.


Results:
'Music for Life' turned out to be a giant success. In 6 days time, people donated 3,3 million euro for drinkable water. A giant amount for a small country.