Last year, instead of ethos water paying millions for a 30-second Super Bowl commercial, ecopop suggested they create the first-ever 1-second commercial and run it on donated airtime. Our buzzworthy approach never saw the light of day, so when we discover similar ideas that do, we have to give them props.
Meet "Black Boy Wanting Water", a guerilla marketing campaign for Music Is Life that we recently discovered on YouTube. It's a perfect example that proves that successful marketing communications is not about big budget, but about big ideas.
Not only did this Belgian-created campaign raise awareness about the issues surrounding clean drinking water, but it also generated almost five million dollars in charitable donations in only six days.
Now compare those figures to ethos water, who is co-owed by Pepsi and Starbucks, and is shooting for whopping ten million by 2010. Sigh.
Two organizations with one objective. Two different approaches with two very different outcomes. Which would you rather have?
  
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