Water Is Life targets #firstworldproblems meme with ‘Hashtag Killer’ campaign via DDB New York

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Screen shot 2013-02-20 at 8.03.38 AM.jpgThis “Hashtag Killer” campaign for Water Is Life, via DDB New York, sets out to eradicate the ironic #firstworldproblems meme – in which people tweet about such life burdens as non-heated leather seats or forgetting their maid’s last name – and, in the process, raise awareness about serious developing world issues.

DDB New York’s chief creative officer is Aussie expat Matt Eastwood, the former national ECD of DDB Australia.