charity:water → 100% donation model
Video Campaign Production
creative ideation + creative direction + production + post-production
With the charity: water team, we created 3 ways in - combating trolling comments with truth, a playful approach that leverages fun experiments, and a humorous approach listing all the items you do not pay for - and we had 1-day to get it all.
Rocket Science
A round of applause for the Weir Sister! These little came prepared, with their lines memorized making it a breeze to perform 4 experiments live on set.
This Ad
We wanted to make it superrrrrrrr clear what your donation to charity: water doesn’t pay for…. Unlike some charities, when you donate to charity: water 100% of your donations go to clean water projects.
Truth to Trolls
Imagine trolling a charity trying to provide clean water to all?! Us either! This approach used actual coments charity: water has received to tell the truth about the 100% donation model.
Success Metrics
All three 100% Model ads generated heightened engagement and intrigue from the audience. The three ads generated increased post saves, post shares, and post comments compared to previous charity: water creative.
+ 154.1% engagement rate
+323.1% comment rate
“It’s been difficult in the past to work with external agencies, but this time around–with our partner Corvus Creative–we had a seamless experience that generated great assets.”
— Megan, Director of Performance Marketing charity: water
Concept & Creative Direction & Production & Editing
Client: charity: water
Creative Production House: Corvus Creative
Concept & Creative Direction & Agency Producer: Jamie Silver
Production: Corvus Creative
Director & DP: Tamino Castro
Lighting: Joel Burton & Sean Moser
Sound Engineer: Jordan Moser
Props & Wardrobe: Ashley Cheeks
Editing: Tamino Castro & Juan Leguizamón
Talent: Elizabeth Conte, Adriana & Mila Weir, Janice Elijah Kim
Shot at 100Sutton
We partnered with our friends at charity: water on a campaign focused on their 100% donation model. It was eye opening! Did you know that with many charities, a portion of your donation goes to overhead?
With the charity: water team, we created 3 ways in - combatting trolling comments with truth, a playful approach that leverages fun experiments, and a humorous approach listing all the items you do not pay for - and we had 1-day to get it all.
Our approach kept the creative simple - using a white sound stage with minimal props. This approach allowed us o move quickly between video concepts. Thankfully, our talent nailed their lines which made all our jobs a little easier.
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