September 1 is Labour Day in the US – a national holiday when people get to relax, see friends, play outside…Charity:water and creative agency Fire Kite chose a perfect time to highlight its work, providing clean and safe drinking water for developing countries with a simple idea.

Opening with a voiceover, the film asks various people on the street about their casual plans for the holiday. While their responses follow the typical thoughts of relaxation, time with friends or enjoying nature, the imagery in the film depicts the stark contrast of adults and children in developing countries “labouring” for their daily sustenance. There a “walk” can mean walking miles to get water; “time with friends” can mean digging or carrying buckets of water; “having a cocktail” can  translate to drinking water that is unclean.

“The best concepts are often the simplest and that’s certainly the case here. When Fire Kite pitched it, we immediately loved it,” stated  Brady Josephson , VP of marketing and growth for Charity: water. “The real-life ‘streeter’ style voice over really brings the juxtaposition to life. And from a purely executional standpoint, to be able to move from an idea to something in-market in a week is such a gift and asset.”

“This was one of those ideas where we knew we had a great insight – Labor Day is not a day of rest for people who don’t have clean water – it was just a question of what’s the simplest and strongest execution,” added Alex Goulart, founder and executive creative director at Fire Kite. “Ultimately, contrasting casual conversations around Labor Day plans with the daily reality for 703M people was the most powerful way to go.”

Credits
Agency: Fire Kite
Founder & ECD: Alex Goulart
Creative Director: Zach Fugate
Copywriter: Alex Goulart
Producer: Wes Wages
Project Manager: Lori Shoukry
Client: Charity:water
CEO: Scott Harrison
VP of Marketing and Growth: Brady Josephson
Performance Marketing Manager: Courtney Marin

Editing & Music: Carrie Todd