Wasser darf kein Luxus sein
Gold
Excellence in Brand Strategy and Creation
Branded CSR Activities – Environmental
Details
"Wasser darf kein Luxus sein" has been developed to create awareness for the human right to water after our rebranding to well:fair foundation, avoiding the focus on suffering. Instead, luxury is used as a visual surprise element in the creation. The campaign bids farewell to the 10-year name history of the Neven Subotic Foundation and marks the beginning of a new brand that highlights collective commitment to the human right to water.
The Jury‘s Statement
The history of the well:fair foundation began in 2012 under the name "Neven Subotic Foundation" with the aim of raising public awareness of clean drinking water as a human right. In 2023, the name was changed to "well:fair foundation", which was accompanied by a campaign that was as eye-catching as it was surprising. The motifs with the clear and memorable message: "Water must not be a luxury" did not show relevant images of suffering and misery, as is usual in the donation sector, but staged water as an elegantly photographed jewellery collection. A strong visual idea that expresses exactly what clean water means for around 771 million people worldwide: an unattainably precious luxury good. With a new name and an innovatively realised narrative, the foundation is breaking new ground. An outstanding further development of the Neven Subotic Foundation, which was rewarded with a significant increase in donations.
