Hasta La Creative!

Nkaitole can’t run from his problems and, it turns out, can’t fly from them either. Instead, this airplane ride is just a temporary escape from the realities of his situation. The reality is that prior to this trip, he didn’t own a suitcase. So his mother lent him her dirty pocketbook, bedazzled in fake jewels, to pack his tattered clothes in. He’d never been through an airport security screening before. The only security he knew was the thorn bushes he helped set up around his village to keep the lions from eating the goats and cows. Or worse. And when he’s been thirsty, there’s never been a flight attendant to bring him a bottle of clean water. Because the water sources in his village are unfit for human consumption. So much so that the water kills one in five children before their fifth birthday. That’s why Nkaitole’s first airplane ride has no happy destination. Rather, it’s just one of the many things that make up his bucket list. Something no four year old should even have in the first place. To make a change in the life of Nkaitole and other children like him, donate to WATERisLIFE.com.

Advertising Agency: DDB, New York, USA
Chief Creative Officer: Matt Eastwood
Executive Creative Director: Menno Kluin
Group Creative Director: Andrew McKechnie
Associate Creative Directors: Frank Cartagena, Sam Shepherd
Head of Design: Juan Carlos Pagan
Designer: Brian Gartside
Photographer: Alec Helm
Photographer: Frank Le Blanc
Retouching: John Cason
Head of Production: Ed Zazzera
Producer: Nina Horowitz
Published: December 2013