A couple of very straightforward things could make our world a happier place. One is a reduction in the staggering rate of global population explosion - a bit tricky to tackle in a hurry. But the other is a reliable supply of clean drinking water for everyone - which is much more achievable. Nevertheless, around the world, over 663 million people still lack access to clean water.
"To celebrate its partnership, Stella Artois has joined forces with Mother London."
Inspired by this shocking state of affairs, Stella Artois - the leading Belgian beer with a presence in 95 countries - is supporting Water.org with the 'Buy A Lady A Drink' campaign to help change the situation, and support efforts to bring clean water to people in the developing world who do not have it. To celebrate its partnership Stella Artois and Mother London, one of the world’s most respected, independent creative agencies working in advertising, experiential, digital, design, and product development, have created quite an arresting contemporary art installation.
"The structure tells the story of the way a woman’s life changes."
Using nearly 600 glass chalices, the four metre high construction takes the form of a 3D zoetrope. Rotating at speed to create a stop-frame animation on each chalice, the structure tells the story of the way a woman’s life changes with access to water. It also reveals this year's three chalice designs featuring the creative work of Wini Awuondo (Kenya), Michele Manuel (Haiti) and Daniel Cortez Torres (Peru). Stella Artois has pledged to donate $6.25 for every limited edition chalice sold (up to 90,000 chalices) in the US to Water.org, which equates to five years' clean water. That's 450,000 years’ worth of clean water for families in the developing world.
Hermeti Balarin, ECD at Mother London said: "Stella Artois continues their drive to help end water poverty with the extremely successful Buy A Lady A Drink program in partnership with water.org. We are an unashamedly curious and passionate group of people who continually strive to better understand brands, their power and their potential."
See the installation for yourself:
"Mother is currently Campaign’s Agency of the Decade."
Leave your mark at BuyALadyADrink.com to help stop these journeys. Mother is currently Campaign’s Agency of the Decade, but perhaps more importantly it's encouraging to see such big names and brands coming together to do something that really matters: making our world a better place with something as simple as clean, but essential, water. A doff of the creative cap to all involved.