A well-known Vietnamese Portrait Photographer took pictures of Vietnamese children living along polluted rivers. Then we developed the pictures the old analogue way, in water and a dark room. But we developed it in the polluted water of the river of their neighborhood. The result was stunning. And frightening. If impure water does this to a picture, imagine what it does to the health and wellbeing of a child. Clean water matters.
Creative Execution
A well-known Vietnamese Portrait Photographer took pictures of Vietnamese children living along polluted rivers. Then we developed the pictures the old analogue way, in water and a dark room. But we developed it in the polluted water of the river of their neighborhood. The result was stunning. And frightening. If impure water does this to a picture, imagine what it does to the health and well being of a child. Clean water matters. The pictures damaged by the polluted waters were then used for a print and poster campaign. Every picture featured the name of the child and the name of the river from which water was used to develop the picture.
Indication of how successful the outcome was in the market
It became a big topic in Vietnam daily conversation. Especially since Vietnam was going through a very dry period, which made the problem even worse.
The main target audience was general public AND government. By demonstrating what polluted water does to a picture, everybody could imagine what that polluted water can do to the health and wellbeing of children living alongside that river... even brushing their teeth with the polluted water of that river.