Liquid Luxury
well:fair foundation
On World Water Day 2023, the well:fair foundation confronts a staggering reality: 771 million people worldwide lack access to clean water. But how do you raise awareness for this scale of crisis without robbing those affected of their dignity through colonial stereotypes?
We show the exact opposite of what people expect. Instead of showcasing the hardship faced by affected communities, we turn water into what it truly is for 771 million people: a luxury item.
The visual twist makes the message tangible—water is portrayed as a piece of jewelry: precious, desirable, unattainable. Strong individuals are captured in high-quality visuals that combine striking aesthetics with a powerful message.
To ensure maximum authenticity while supporting the local economy, the campaign is created in collaboration with Kenyan photographer Armstrong Kiprotich in Nairobi. It’s not a Western interpretation of African realities, but a partnership on equal footing.
The powerful portraits make their way across Germany through a nationwide DOOH flight supported by Ströer and amplify their impact on social media.
| Photographer | Armstrong Kiprotich |
