Water Can Change Any Story

Agency: Newton TAC


Water is the essence of life of man. It is also the conclusive factor which decides the persistence of life and the universe itself. It is our responsibility to conserve water for us as well as for the future generations to come. It is a duty beyond responsibility. A common physics concept called 'refraction' was used, Refraction through water changes the direction of image when seen through water. Therefore the images of an elephant, tree and human starving of water ultimately leading them to death, were reversed when seen through a single glass of water. Thus, showcasing to people how ONE glass of water can CHANGE any story. Idea was driven to create awareness of water conservation to lessen the environment impact of improper water wastage. 3 stories of animals, nature and humans were showcased, explaining the impact on them of water scarcity through a unit that was placed at public locations, with a story line explaining today's issues. People were invited to view the story a second time, but this time through a glass of water. The results were astonishing with over 1000+ people engaging with the activation and 300+ people promised to use water more responsibly.

This professional campaign titled 'Water Can Change Any Story' was published in Sri Lanka in March, 2020. It was created for the brand: Aquafresh, by ad agency: Newton TAC. This Experiential medium campaign is related to the Soft Drinks industry and contains 1 media asset. It was submitted about 4 years ago by Director Advertising: Reshad Mohideen of Newton Lanka (Pvt) Ltd.


Advertising Agency: Newton Lanka, Dehiwala, Sri Lanka
Creative Director: Rushain Rodrigo
Director Advertising: Reshad Mohideen
Senior Art Director: Pasindu Silva
Senior Account Manager: Rameez Rumy
Junior Art Director: Sajith Peiris

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