on the day of the launch, the website revealed the truth
And generated a healthy amount of outrage, and publicity.
Followed-up with a targeted mailer to heads of companies
Lien Aid: Water is Luxury
To publicise the work of water charity Lien Aid, we launched the world's most expensive water, properly packaged and advertised as a luxury brand. An activation driving social content and influencer engagement, to highlight the sky-high cost of clean water in developing countries.