Acqua For Life: Walk With Her
2020 marks 10 years of Acqua For Life, Giorgio Armani’s fight to provide clean drinking water in third world countries. For every bottle of Armani Acqua di Gio fragrance bought, a portion of profits goes towards the programme. But nobody has heard of Acqua For Life, until now.
This campaign focuses on the real stories of real women being helped by Acqua For Life. On World Water Day, Armani will set up exhibitions in the top galleries across the world sharing the stories of 10 real women, there will also be sound showers throughout of the women’s real voices, telling you how much of their daily walk for water you have done with them.
At the end of the exhibition, there will be an airdropped post that can be shared to your social channels with extra information about the programme for all your friends to see.
Armani Beauty will also host pop ups in public spaces with a smaller version of the gallery available for people to walk through.
We will transform the Armani Beauty flagship stores into in-store galleries, keeping the look and feel cohesive. There will be headsets available for customers to wear as they shop, with voices of the women talking about their journeys over the last 10 years.
We will raise more awareness by creating a film with beauty ambassadors who walk alongside the women of Sri Lanka, Nepal and Ghana; and directed by the likes of Greta Gerwig or Ava DuVernay.
The Armani website will feature an activation that allows viewers to read the stories of the 10 featured women online.
Some women have to walk a 6km round trip for clean water, this equates to around 70 minutes. We will create a podcast series with each episode lasting 70 minutes and focusing on one woman and her journey, hopes and dreams.
Through clever media buying, we will build even more awareness by catching the attention of people in situations when they are already walking, like moving walkways at airports.
Created with Dylan Burnside at Revolt London