Solidarités International: Water talks

Solidarités International built an extraordinary wall of water right in the heart of Paris to generate public awareness about the devastating ramifications of unsafe drinking water. Unsafe drinking water is still the primary cause of death in the world today. Each year, it leads to deadly illnesses such as cholera, typhoid, malaria, diarrhea and trachoma in almost 8 million people, including nearly 1.8 million children. In honor of the World Water Day, the NGO Solidarités International, specialized in meeting people’s most vital needs (including safe drinking water), orchestrated a revolutionary public event. To better capture the attention of passers-by, the agency created a whole new kind of billboard, using water as the medium. A temporary wall of water was set up in the very heart of Paris and for one week it conveyed poignant messages that made people realize the vast extent of damages caused by unsafe drinking water all around the globe.

Advertising Agency: BDDP & Fils, Paris, France
Creative Director : Guillaume Chifflot
Art Director : David Derouet
Copywriter : Emmanuel de Dieuleveult
Motion Photographers : J and J
Production Company: Cosa (Paris)
Published: March 2010


Carlos Garcia's picture
Carlos Garcia
847 pencils

This is freaking bleepin' awesome.


tirthomitro's picture
2764 pencils

FUCKING AWESOME DUDE!!!!!!!!!!!!!!!!!!!!!!!!!!!!

they showed me a picture & i laughed
dignity has never been photographed

zarkos's picture
871 pencils

Great way to use water billboard (Aquagraphics) but agency didn't create a "whole new kind of billboard". I have seen this at Geneva Car Show 3 years ago for JEEP.

Olafski001's picture
1193 pencils


Olafski001's picture
1193 pencils


sloantie's picture
6 pencils

great way to steal stuff that already existed 3 years ago:


especially love the dolphins... in this one:


but: still it is "fucking awesome" and still it makes sense to use it for social awareness based around unsafe drinking water.

Hello Cannes.

sirvan's picture
29870 pencils

Yup. First thing I thought of. But I hope Cannes doesn't reward theft (but they do, and they will).


"I love some things, and don't love some other things."

picntype's picture
151 pencils


bad copy's picture
bad copy
808 pencils

@sloantie: touché.

@Emmanuel de Dieuleveult and David Derouet: I have this video in my bookmarks (since a couple of years) and I would have liked to use it for a project. So F*c#. Go outside instead of spending time on stupid video communities... ;)
Bell 1 Meucci 0

But this open the ol' thread: should creatives create totally new different tools or should they use the already exisisting ones to communicate a message that is connected with the product?

Emmanuel, David and I are not Bell neither Meucci.
I suppose one of our aspirations as creatives should be to make something in John Draper's (not Don) style.
So let's try harder.

ideaism's picture
17 pencils

Damn good! And what the hell the technique already existed. A tv-commercial is also done before.

tytpol's picture
777 pencils

Nice technique thinking.

monsieurange's picture
520 pencils

Good resource. Already exist, but not in ad. :) http://www.youtube.com/watch?v=yq6kjwVZU10

cboccia's picture
24 pencils

An existing technique, yes, but they used it more effectively and with more relevance than anyone before them. And being effective and relevant is our job.

--Casey Boccia
Carton Donofrio Partners

atb2005's picture
13567 pencils

I second that! It's not like the person who originally came up with this idea patented it or something.

raavigeorgian's picture
2444 pencils

well said cboccia

kerana's picture
533 pencils


bad astronaut's picture
bad astronaut
544 pencils

pretty sick....

Guest's picture

but I though it's about rain and driving in the rain...

Guest's picture

well done!Effective.

velle's picture
1550 pencils

the person who invented this device is a flippin genius

rozana.rk's picture
5 pencils


Log in or register to post comments