charity:water Dirty Water Cooking Series

Multi-Platform Digital Campaign
creative strategy + ideation + creative direction + production + post-production

When charity: water got in touch with us to help with their new campaign, we were shocked by the brief. We learned 771 million people in the world lack basic access to clean and safe drinking water.

We see creators post cooking content everyday. But what if a creator didn’t have access to clean and safe water, like so many of the people we’ve met throughout the world?

Charity: water asked us to produce the first in their Dirty Water Cooking Series for a digital campaign across TikTok, Instagram, Facebook, and YouTube. We needed to eerily display the workspace of a cook working with dirty water, like so many people do everyday.

Capturing 3 hero videos in a 1-day shoot was a challenge, so to ensure we are able to do so, and that the content would be applicable to all platforms, we started with the platform that has the most specific requirements, which to us was TikTok. So what did we do to appeal to a TikTok audience that will also work on other platforms? We researched recipe trends across TikTok that utilize water in a big way, and also will draw in our audiences on Meta and YouTube.

We created a formula that pulled people in with enticing imagery and used shock advertising techniques to surprise viewers with water issues so many people face.

The result? Three unique video ads that demonstrate the reality for so many around the world.