Hasta La Creative!

Get out your hankies for this moving spot.

Unsafe drinking water is the leading cause of death for kids in sub-Saharan Africa. That’s tragic enough, but DDB New York’s treatment of the subject, for charity Water is Life, is what really drives home the issue in a poignant way. In the shop’s beautifully shot film, the agency tells the story of a four-year-old Maasai boy, Nkaitole, potentially one of the one-in-five kids who won’t reach their fifth birthday–the latest statistic on the mortality rate of children raised without potable H20.

Water is Life takes Nkaitole to do all the things he’s never done before, checking off items on a bucket list he shouldn’t have even had to think about at his age.

Continue reading at AdAge.com