Blog Home 31st July, 2010

Grad Alejandro Ortiz’s UNICEF Tap Project Campaign Just Keeps On Winning

Casanova Pendrill NYC Creative Director and Miami Ad School Graduate Alejandro Ortiz’s 'Dirty Water' Keeps Bringing the Home the Metal

For Alejandro Ortiz, the chance to work pro-bono on a campaign for UNICEF’s Tap Project for clean water was a great opportunity to give back by doing some great work to help preserve an important resource.

Little did Alejandro know that the campaign, a TV spot and a non-traditional dirty water vending machine installation, would take over forty awards over the next two years. The UNICEF Tap Project effort has garnered praise around the world while raising awareness of a key global issue. It has also brought some much-deserved notice to Ortiz’s team at Casanova Pendrill.

Taking on the challenge of following a remarkably successful campaign, Alejandro and his staff are producing new work on behalf of the Tap Project and UNICEF. We wish him and his team continued success as they continue to shine a light on this worthy cause.

2009 Awards
Advertising Age’s AHAA
Gold – Outdoor
Bronze – TV

Cannes Lions International Advertising Festival
Finalist – TV
Finalist – Promo – Alternative Media
Finalist – Direct – Charities
Finalist – Direct – Ambient Media

Creativity
Platinum – Guerilla
Platinum – Public Service Film
Silver – Public Service TV

FIAP
Bronze – Media Innovation

London International Advertising Awards
Finalist – Non-Traditional

Mobius
Best of Show – OOH
Gold – Charitable/Non-Profit OOH
Gold – Charitable/Non-Profit TV

Ojo de Iberoamerica
Gold – Innovation
Silver – Direct
Silver – Promo

O’Toole
Top 3 Finalist Worldwide – Public Service Campaign

Gunn Report
World’s 100 Most Awarded Creative

ANA
Top 3 Finalist Agency – Public Service

2010 Awards
Intercontinental Advertising Cup
Best of Ad Making: Strategy

Art Directors Club
Bronze – Advertising/Interactive

ADDYS (National)
Gold — Outdoor Non-Traditional
Silver – TV Public Service

ADDYS (District 2)
Gold – TV Public Service
Gold – Outdoor Non-Traditional
Gold – PS Multimedia Campaign

ADDYS (NY)
Gold – TV Public Service
Silver – Outdoor Non-Traditional
Silver – PS Multimedia Campaign

OBIES Gold
Public Service / Alternative

One Show
Merit - Public Service / Television Single
Merit - Public Service / Outdoor and Posters
Merit - Non-Broadcast / Single
Merit – Experiential Advertising / Single

Reggies
Bronze – Cause/CSR Marketing
Bronze – Experiential Marketing (< $1MM)

Festival Caribe
Gold – Outdoor Advertising
Silver – Public Service T

New York Festival
Silver – Innovative Guerilla Outdoor
Silver – Outdoor Advertising
Bronze – TV/Cinema
Finalist – Guerilla Outdoor
Finalist – Innovative Media – “Dirty Water” – UNICEF

What if someone bottled the water that millions in developing countries drink every day and offered it on the streets of New York?

For just a buck, during World Water Week (March 22-29), New Yorkers in the Union Square Park area were able to enjoy the benefits of DIRTY WATER. It was available in a wide variety of choices like MALARIA, CHOLERA or even TYPHOID DIRTY WATER -- and currently has 900 million consumers. Over 4,200 children die of water related diseases every day and millions of people around the world lack access to clean water resources.

New Yorkers were startled to find YELLOW FEVER or HEPATITIS DIRTY WATER bottles. They looked at the vending machine in disgust. Though no one drank Dirty Water,many did donate to the cause. This idea of "selling" dirty water was inspired by UNICEF's promise that every dollar donated would provide safe drinking water to 40 children for a day.

This eye-opening DIRTY WATER initiative from Casanova Pendrill New York, goes beyond collecting funds for UNICEF in a unique active street effort. The goal was to shock the media and the public with this alarming issue.

The campaign is currently active since people can continue donating online at tapproject.org or via text message. Text TAP or AGUA to UNICEF (864233) to make a $5 donation.

This effort is part of a much bigger pro-bono Spanish/English campaign that Casanova Pendrill executed within UNICEF´s Tapproject.org. This is first time the campaign expands to Multicultural. Casanova has managed to secure half a million dollars in donated media and developed TV spots, Radio, Outdoor, web banners and outdoor events.

"Dirty Water© is not an actual product, but a real problem for millions of children around the world."

For more information, to see photos, and to watch the Spanish-language version of this video, visit:

http://www.Dirtywaterinfo.com