FCB Chicago Repurposes Getty's Iconic Watermark to Raise Global Water Crisis Awareness
The Watermarks for Water collection is comprised of more than 300 images, shot by some of the world’s best photographers, that highlight the plight of (the lack of) clean drinking water. Getty launched a special microsite - www.watermarksforwater.com this morning, and each time an image from that collection is licensed, the iconic Getty watermark is removed and 10% of proceeds go directly to charity: water, an organisation that brings clean and safe drinking water to people in developing countries.
Getty Images is dedicating its first-ever homepage takeover to this cause. From the Watermarks for Water microsite, people will have the option to either license an image or share it on social media. Each image shared socially will retain its watermark, along with a compelling fact about challenges surrounding clean drinking water. (Stat: More people die from drinking impure water than they do from war each year.)
The company’s agency partner, FCB Chicago, worked with Getty Images to create this beautifully moving film, which will be featured on the Getty homepage, to help raise awareness of this issue.
“At Getty Images, we believe in moving the world with images. Water is one of the most essential elements in our lives, so on World Water Day this year, we’re kicking off a movement to help bring awareness to and raise funds for the global water crisis.” – Getty Images Chief Operating Officer Craig Peters.
“One of the things that struck us the most when working with Getty Images on this campaign is that more people die from drinking impure water than from war. That insight led us to take one of Getty Images’ most recognisable assets – the watermark – and flip the idea on its head: What if, by removing watermarks, we could start a global movement to bring clean water to those around the world who lack it?” – Liz Taylor, Chief Creative Officer of FCB Chicago.
“Every person on this planet should have access to clean drinking water. We’re excited that Getty Images is joining us to provide clean and safe drinking water to people in need, and helping to raise awareness around the world water crisis.” – Bilal Zaidi, Director of Brand Partnerships, at charity: water
The images were also presented live yesterday at the Watermarks for Water exhibit, which took place at 45 Lispenard St. in New York.
