Worldwide, the ad industry is known to be cutthroat, ruthless, dog-eat-dog. Where anyone and everyone can get taken out with the trash once you fail to bring in the bucks. Who would’ve thought that 2008 would be the year when some of the world’s top agencies would come together and actually collaborate for a cause?
Inspired by advertising prodigy David Droga’s multi-awarded Tap Project, 13 big agencies agencies all over the United States joined the movement early this year. Successfully launching the Tap Project in their local markets were TBWA/Chiat/Day, Goodby, Silverstein & Partners, Hill Holliday, Saatchi & Saatchi, Wieden & Kennedy, Energy BBDO, Publicis in the West and Publicis Mid America. This rare inter-agency alliance saw thousands of restaurants from 49 states make a collective appeal to habitués to shell out $1 for every glass of tap water that the resto usually gives out for free during World Water Week.
In 2009. Unicef will launch the program globally, in Paris, Copenhagen, Adelaide, Perth, Auckland, Sydney, Wellington, Tokyo, Berlin, Madrid, and Toronto.
What began as an awareness campaign for the global water crisis and sanitation programs of Unicef has not only won Droga the 2007 Cannes Lion Titanium Award for Creative Innovation, but won him the hearts of children in Africa and the worldwide ad industry’s respect and cooperation. Just two years after its launch, the Tap Project has empowered Unicef to provide clean, safe water for thousands of children all over the world.
At the recent Cannes Festival in June, Droga expressed heartfelt appreciation for his fellow ad men who have lent a hand. “We have the power to help and reach out,” he enthused. “We always celebrate the wonderful things we do. The behavior-changing ideas we come up with. This time, we can contribute and build something else. I’m not saying this for me. I don’t even give a shit if this project is linked to us or not. There are so many issues plaguing the world. And if we can get together, imagine the difference that our industry can make in the lives of others. We can literally change the world. We’ve been making millions and millions for our clients. This time, let’s do a collective good. Our work comes with a great responsibility. Get clients to back us up. Please volunteer. It’s not just for your agency but for children all across the world. Tap is more effective this year because of the overflowing response from customers and volun-teers. There can never be too many people. Let’s continue to show that this industry can be selfless.”
Droga continud to implore to industry movers and shakers to help out, “The Tap Project is bigger than anybody of us. It’s bigger than our agency. Far bigger than our industry. It’s not just about building a brand. It’s about saving the lives of 5,000 children who die each month because they can’t even get a glass of clean drinking water. It’s about empowering every Tom, Dick and Harry. With just a dollar, each one of you can help save a life.”
Droga’s name will soon be immortalized on a well in a far-flung African village. Unicef will donate it on behalf of the eight ad agencies servicing them. Last September 28, The Advertising Club of New York honored David Droga for his selfless act. Obviously overwhelmed by the award, the notoriously casual Droga showed up in a very conventional coat and tie!
Only 38 years old, Aussie David was previously worldwide creative director for Publicis; executive creative director for Saatchi & Saatchi London and Singapore before he set up Droga5 in 2005. His agency’s name is the same one that was stitched on every piece of clothing he had, as child no.5 in a brood of six. He has been behind some of the most awarded and effective advertising campaigns in the world. When not thinking of ideas, David is out enjoying New York with his wife Claire and three kids.
Every drop of help counts. To see how you can help, send an email to Steven Miller at smiller@unicefusa.org.
David Droga visits the Creative Guild’s Kidlat Awards in Boracay in March. One hopes his visit will inspire a local version of the Tap Project.
