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

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.

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2 Comments

tw said:

Cool idea but why do print? Wouldn't it be better if they responded to the tweets in real time, even with images? Weird to respond to an online meme in offline media.

worldfirst said:

It is a good idea and I hope it does some good.

On the advertising front, Dave Trott did this many years ago. He created a TVC which played a sound recording of a parliamentary debate on what rate to levy VAT on chocolate biscuits over footage of severely malnourished children in Africa.

Ahead of his time again.

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