Hasta La Creative!

Here’s a good-hearted stunt arranged by New York agency Walton Isaacson for client The Water Project, a group that provides “training, expertise and financial support for water project construction” to communities in sub-Saharan Africa by helping them dig wells, build dams, collect rain, filter surface water, and “maintain proper sanitation and hygiene practices.”

In order to bring attention to the organization, the agency helped stage an “event” at which Hollywood filmgoers had no choice but to pay attention and put the client in context with an unusual twist.

The case study video is self-explanatory:

More interesting than your average pre-trailer ad, though, as the organization states on its own website, bottled water is one of the more wasteful consumer products around — and its sales don’t show signs of slowing anytime soon.