WATERisLIFE: A 4 year old's bucket list: #1: See the ocean

As the tide rolls out, Nkaitole’s future might go with it. But it doesn’t have to, even though the odds are stacked against him. He’s from a remote village in sub-Saharan Africa where children don’t exactly have it easy. He’s not used to beach vacations with his family because he’s far too busy for that. Each morning, he wakes up early to herd the cattle his village uses for milk and food. It’s an important job for a child. He’s never chased waves before today; he’s the one who could be chased—mostly by hyenas, elephants or lions. He’s never even seen the ocean before. Technically, he’s never seen blue water. The water in his village, shared with the livestock, is brown and full of disease. And since there’s nothing else to drink, it ends up killing one in five children before their fifth birthday. So for Nkaitole, this day at the beach isn’t a day at the beach at all. It’s just one of the many things that make up his bucket list. Something no four year old should even have in the first place. To make a change in the life of Nkaitole and other children like him, donate to WATERisLIFE.com.

Advertising Agency: DDB, New York, USA
Chief Creative Officer: Matt Eastwood
Executive Creative Director: Menno Kluin
Group Creative Director: Andrew McKechnie
Associate Creative Directors: Frank Cartagena, Sam Shepherd
Head of Design: Juan Carlos Pagan
Designer: Brian Gartside
Photographer: Alec Helm
Photographer: Frank Le Blanc
Retouching: John Cason
Head of Production: Ed Zazzera
Producer: Nina Horowitz
Published: December 2013

4 comments

Mr. The Bear's picture
Mr. The Bear
245 pencils

Am I supposed to read all that?

Bear It

talkingisfree's picture
talkingisfree
2585 pencils

the campaign is ok but the art direction is very good.

cvchitale's picture
cvchitale
1282 pencils

i didn like the ocean/sea part of the deal. even sea water is unfit for drinking....i felt that the creator of these ads thmselves got lil overwhelmed in taking the set of ads a step ahead.

Jackbr's picture
Jackbr
1385 pencils

Good copy and art direction.

Jack

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