DDB NY Launches ‘The Girl Who Couldn’t Cry’ for Water is Life

By Erik Oster 

Yesterday, DDB New York launched a follow-up to last year’s “Kenya Bucket List” for Water Is Life entitled “The Girl Who Doesn’t Cry.”

The 1:20 spot examines the difficulty of life without adequate drinking water, utilizing the realization that dehydration can prevent the body from producing tears. DDB New York tells the story of a girl born into a brothel, who picks through a landfill, watches her brother die, and is forced to marry underage. Despite the tragic events of her life the girl is unable to cry, due to dehydration. While the story can tend toward the melodramatic at times, the excellent production and editing help make the spot emotionally affecting — a thoughtful examination of how living without drinkable water can make an already difficult life worse. Stick around for credits after the jump.



Launch Date: May 05, 2014
Agency: DDB New York
Chief Creative Officer: Matt Eastwood
Client: Water is Life
Head of Production: Ed Zazzera
Exec. Creative Director: Menno Kluin
Group Creative Director: Andrew McKechnie
ACD/Copywriter: Frank Cartagena
ACD/Art Director: Sam Shepherd
Assistant Producer: Nina Horowitz
Copywriter: Dany Rothemund
Art Director: Hannah Liffler
Production Company: Central Films North
Director: Rodrigo Garcia Saiz
EP/ Producer: John Barreiro
DP: Beto Casillas
AD: Alfredo Sanchez
Production Service Co: Hundred Frames
EP/ Producer: Prashant Sampat
Editorial Company: No. 6
Editor: Amanda Perry
Executive Producer: Deborah Sullivan
Music: Found Objects
Partner/Composer: Trevor Gureckis
Partner/Composer: Jay Wadley