 | How can drinking tap water on live television change your behaviour? |
“Have you seen the thirsty boy on television?” Belgium’s most popular TV station was interrupted on three consecutive days during live primetime shows. By a boy.
A boy that stole water. Why?
Every 15 seconds a child dies due to a lack of drinkable water. ‘Music for life’ – the annual charity event organised by the radio station Studio Brusseles and the International Red Cross – wanted to highlight this fact. The advertising agency Mortierbrigade, Brussels, Belgium came up with a stunner of an idea: a small boy unexpectedly ran onto the set of a live TV show, drank the host’s glass of water, and then ran off.
Brilliantly incisive and disruptive. And they raised over 3 million euros in 6 days.
Their target audience? “Everyone with a heart.” How true.
Advertising Agency: Mortierbrigade, Brussels, Belgium
Creative Directors: Jens Mortier, Joost Berends, Philippe Deceuster
Art Directors / Copywriters: Tim Driesen, Joeri Vandenbroeck, Dieter Vanhoof
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