Water Guerrilla Campaigns

This is extremely similar to the UNICEF well guerrilla we discussed a couple of weeks ago. I find it very interesting that both of these campaigns took place in Asia, as this idea initially seemed creative to me. I suppose the real test of creativity would be to find out which campaign took place first--something of which I'm currently unaware.

Anyway, this campaign, targeted at the Chinese population, was meant to raise awareness and funds for the drought problems of Western China. As with the UNICEF well, when coins are dropped into the container, the water level rises. Once there is a certain amount of coins (or perhaps it's more directly related to weight of the coins...) the water will flow out of the side and into the open mouth of the dummy person.

Personally, I think the execution is much better on this campaign than in the UNICEF one; it's a lot more aesthetically pleasing. I wonder how the donation amounts compared between the two. My guess is that the UNICEF campaign fared better because of its reknowned and well-respected name, and because the Chinese are not accustomed to charity as it is not a part of their traditional culture.

In my mind, though, there are much more interesting and creative campaigns out there, like one that took place in Denver, Colorado. In order to promote water conservation, the conveyor belts at checkout lines were made to look like flowing river rapids, probably through the use of promotional stickers. The sticks that separate the items were then printed with the slogan "use only what you need." This is a very small campaign from the looks of it, as I believe it took place only in one grocery store called Sunflower Market in a hip neighborhood of the mile-high city. Innovative nonetheless. It's somewhat ironic how a smaller campaign can actually be more relevant.

Via: DirectDaily and The Denver Egoist.