WATERisLIFE: sponsor-content-1 by Deutsch
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Deutsch recently created a campaign for nonprofit WATERisLIFE to help the organization spread its message. On July 4, Deutsch monitored payment app Venmo to see what people were paying for. The agency then clicked on individuals' names and sent them a micro payment of one cent. It then used the 2,000 character caption to create what Deutsch said were "real-time targeted ads" that included messages like “1 cent can’t buy you pizza. But for just 3 cents, you can buy someone clean water for a day.” The messages were automatically published to that person's news feed as well as Venmo's global news feed. According to Deutsch, over a 24-hour period, nearly 1,000 people received the ads disguised as payment descriptions, costing the charity only $10.
Credits
Chief Digital Officer, NA: Winston Binch
Chief Creative Officer, NA: Pete Favat
Chief Creative Officer: Dan Kelleher
Executive Creative Director: Menno Kluin
Creative Directors: Sam Shepherd, Frank Cartagena
Copywriter: Fanny Josefson
Art Director: Ilana Wolstein
Associate Design Director: Brian Gartside
Design Intern: John Sampson
Editors: Aaron Schillinger, Matt Mullen
Sr. Post Producer: Francess Tom-Sahr
Digital Producer: Alisyn Trani
Developer: Marina Brodskaya
Project Managers: Marea Grossman, Michelle Ziff
VO Talent: Phoebe Halkowich