This #ThirstTrap is Helping an Important Cause
Open uses late-night texting to showcase Beau Lake’s new ‘Access-To-Water Bottle,’ which will provide safe drinking water for needy families for 20 years.
Beau Lake and Open are cleverly hijacking the social media terms “thirst trap” and “thirsty” to bring awareness to what being thirsty truly means to the 771 million people without access to safe water.
In use for the past decade or so, “thirst trap” is a colloquialism that refers to photos on social media that demonstrate a need for attention. The people who post such photos are often characterized as “thirsty.”
The new effort is designed to raise awareness of the Beau Lake “Access-To-Water Bottle” and the global water crisis. Thanks to a partnership with Water.org, a global non-profit working to bring safe water and sanitation to the world, sales from each Access-To-Water Bottle will provide safe water to an entire family in need for the next 20 years. One bottle. No profit. Twenty years of safe water.
“We believe water is the real luxury of our lifetime. Protecting and sharing it is our greatest calling,” said Brad Ariss, Marketing Manager, Beau Lake. “This bottle is just one of the ways we hope to make a real difference in the global water crisis alongside our charitable partners. This is only the beginning.”
The accompanying promotional video from Open shows a flirtatious late-night text exchange between two people, which involves the usual questions such as “What you wearing?” and a simple request: “Show me urs and I’ll show you mine.”
When one party responds with a picture of a Beau Lake “Access-To-Water” bottle, the other responds with a puzzled “??” before asking if that’s their idea of a thirst trap.
“We wanted to do something that would quickly be attention grabbing, and what’s better than a thirst trap for that? This is a great initiative and we are so proud to have been able to help Beau Lake on this project,” said Martin Beauvais, Partner, Creative, Open. “It’s not often that what we do in an ad agency can have such a positive impact on someone.”
About Beau Lake:
Beau Lake is waterside luxury. The call of the water inspires and guides everything they do. Drawing on classic design and innovative production methods in their new Toronto facility, they design and manufacture luxury products with one purpose: To enhance your waterside experience.
www.beaulake.com
About Open:
Founded in Toronto by Christian Mathieu and Martin Beauvais, Open is a creative company focusing on strategy, advertising and design. Open has done work for a range of clients including Twitter, SMYTHE, Damiva, Food Basics (METRO), Metro eCommerce, Penguin PickUp and Amplifon.
openacreativecompany.com
Credits:
Open
Partner, Creative: Martin Beauvais
Partner, Strategy: Christian Mathieu
Design Director: Jessica Rogers
Art director: Eric Fern Carriere
Copywriters: Stephen Yu, Emily Ferraro, Alexandra Stadnik
Director, Client Service: Anne Ngo
Editor: William Wallace
Beau Lake
CEO, Co-Founder: Paul Lavoie
Marketing Manager: Brad Ariss
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