Turning expensive beer into water.

This new campaign and initiative from Stella throws a lot of money and work at something very simple: water. Still the simplest resource that too many of us don’t have access to.

But still. Overblown, humourless script? Check. Incredibly complicated and expensive concept? Check. Simplistic ‘buy one, make a donation’ mechanic? Check. Matt Damon? Check. Big and beautiful, but ultimately the big-brand/big ad-agency response we’ve come to expect to our most pressing social issues.

My verdict, for what it’s worth, is that this initiative could have done with fewer statues and more authenticity and innovation. What’s yours?

Agency: Mother London
Production company: 1stAve Machine
Source: It’s Nice That