The yearly charity event 'Music for Life', organised by radio station studio Brussels and the Red Cross, focused on drinkable water. Every 15 seconds a child dies due to a lack of drinkable water. Studio Brussels wanted to raise money to help. They started from the insight that every TV host has a glass of water. It's so normal, that nobody even notices anymore. Until they started this guerrilla campaign. A black boy showed up on Flanders' best watched station 'één' over three days, always in prime time. He quickly drank the host's glass of water and then ran off. The most frequently asked question during these days was: 'have you seen the thirsty black boy?' The whole thing started to lead a life of its own on the internet and in other media. The only thing left to do, was claim the campaign. Music for Life turned out to be a giant success. In 6 days, people donated 3.3 million euro for drinkable water. A giant amount for a small country. Gold Direct, Gold, Silver Media Lions Winner and Titanium Lions Winner!
Agency: Mortierbrigade Brussel, Belgium.