Water is powerful. It can be beautiful and brutal, cleansing and contaminated, lethal and life-giving. Water is essential to life, yet 748 million people in the world still struggle to find it. It's time to take notice.
We need water for everything. And not all water can be used to satisfy our society's economic needs. We all need to adapt our water use to the amount of water we have available after nature has taken its needs. So every drop counts.
Today, it is estimated that 3.6 million people, including 1.5 million children under the age of 5, die every year of diseases borne by unhealthy water, making it the world's leading cause of death.
Yet the public isn't aware of it and political leaders do not demonstrate the drive it takes to end the terrible deaths. The campaign calls on journalists to spread awareness of this scourge and appeal to readers to sign a petition that will be personally handed to the French president during the 6th World Water Forum in March 2012.
To evoke the silent and invisible threat of unhealthy water, BDDP Unlimited opted for a minimalist approach that is both visually appealing and surprising, using water and ink exclusively. The spot shows the power of ink to reveal the invisible.
The spot, created by BDDP Unlimited, produced by Hush and directed by Clément Beauvais, a young director, illustrator, musician and photographer. His multiple talents and mastery of various techniques enabled him to both create the drawings and direct the spot.