Advertising Agency: Grey, Hong Kong
Executive Creative Director: Keith Ho
Creative Director: Keith Ho/Ray Lam/Keith Lo
Copywriter: Keith Lo/Joshua Wongtony Chan
Account Supervisor: Erica Ho/Bonnie Chan
Producer: John Lo/Wong Ying Ying
Art Director: Ray Lam/Ciff Luk
Illustrator: Ciff Luk
Typographer: Ken Yau

English Translation of Main Headlines:
Umbrella Bag “Bucket”
It takes half a day for people living in China’s arid regions to get this amount of clean water.

Umbrella Bag “Cup”
People living in China’s arid regions call this pure water.

Umbrella Bag “Bowl”
In China’s arid regions, a child gets less water than this in a day.

Description of Ambient execution: Drinking water in the dry Northwest China comes from little rainwater in water cellars. However, people in Hong Kong take clean water for granted and never pay attention to the problem. We wanted to use a small scale outdoor ambience to raise public awareness on this plight and ask for donations. We created umbrella bags with pictures of bucket, glass and bowl at the bottom and placed them in shopping malls, where people might donate more. As rainwater was filling up umbrella bags, message that drops of rainwater could quench in Northwest China come across. Donations increased enough to build more than 5,300 water cellars in 2009, benefitting over 20,000 people.