At Christmas, WaterAid was looking to drive donations for access to clean water. But it is one of the hardest times of year to ask for money, when almost every charity is competing for attention, often with increasing levels of emotional guilt.
‍
So we went in the opposite direction.
‍
Building on WaterAid’s “Change Starts With Water” platform, “Everything Starts With Water” turned an overlooked everyday utility into the hero of Christmas. Instead of making people feel bad about what others lack, we reminded them how lucky we are to take water for granted.
‍
The ambition was to make water feel magical again by reminding people of everything it makes possible. Rainbows and sprinklers. Waterslides and snowball fights. Cups of tea and hot baths.
‍
To bring it to life, we worked with an eclectic mix of animators and filmmakers from around the world, each interpreting water in their own distinctive style. The result was a joyful multimedia spectacle, brought together by Mark Bonnar’s warm, playful voiceover.
‍
By celebrating everything water gives us, we made the reality of living without it feel even more significant, while giving people a more optimistic reason to help change that.

‍