#FirstWorldProblems Hashtag Is Hijacked in DDB's Campaign for Clean Water

Turning an ironic gesture on its head

#SMW is right around the corner. Join us April 9-11 in NYC to get up to speed on all the latest strategies, technologies and trends you need to be following. Register now.

Devising a high-impact humanitarian campaign is a first-world problem that DDB New York solves in stirring fashion on behalf of WaterIsLife. With close to 1 million YouTube views in a week, the "First World Problems" anthem is generating plenty of conversation, along with some consternation and lots of visibility for the cause—providing clean water to third-world countries. In the 60-second spot, against the backdrop of their earthquake- and poverty-ravaged homeland, Haitians, many of them orphans, read actual tweets that people jokingly marked with the #FirstWorldProblems hashtag.

AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in