To mark World Water Day, this mailing was sent out to companies and the press. The letter inside can only be read when held under water – proving that water really is the source of all knowledge.
“Without water, knowledge can’t flow.”
Advertising Agency: Duval Guillaume, Antwerp, Belgium
Creative Director: Geoffrey Hantson
Art Director: Gilles de Boncourt
Copywriter: Eric Becker
Released: March 2009
so we have to waste water to read this message. Congratulations, very coerent.
Exactly! That’s also my point…
To me, the message is: “Without water, you wouldn’t be able to read this important message”. Correct me if I’m wrong.
Una cartolina sul problema dello spreco dell’acqua che puoi leggere solo sprecando acqua. Un capolavoro.
Guys, a postcard in favour of water waste!!!!
Would place them near the fountains in the city. Like that is very negative.
The idea is not bad, but wrong location make this terrible.
bye!
yeah. the typical stupidity of greens’ campaign – wasting limited sources to say they are protecting – not only water for reading but also money, this special-made direct mail is not cheap.
yeah i had the exact same first reaction as most others. but maybe its not necessarily ‘wasting’ if it results in an important message. i’m on the fence about this one.
The strategic message of the mailer is creative, it is a clever way to show what they are attempting to say, however I do agree that in an attempt to get people to save one resource they are depleating another. It’s a very interesting way to get attention in a direct mail peice, which is usually thrown away without a second look.
It’s stupid propagandizing that water is a value by wasting it.
anyone have any idea how this was made? please help
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