A great collaboration between Dutch creative experience agency Neverland, Plant, Publicis and OWOW. Neverland developed the creative concept for the playful but also eye-opening webshop for The Drop Store campaign. An initiative from the Ministry of Foreign Affairs of the Netherlands. Showing a dystopian market for a world in water crisis. Raising awareness of the possibility of a water crisis for all of us, and how water affects everyone and everything.
The objectives and target audience
The main objective was to get at least 30 million views, and reach an audience that does not yet have the threat of a water crisis top of mind.
Making this audience understand that part of our world is already in a water crisis, affecting approximately 1.2 billion people. A daily reality for some already, but one that will affect us all in the near future. A scary fact: if we don't act now, more than half of humanity will struggle - by 2050 - to get enough water to meet their needs for at least one month a year.
The main target audience are partner organisations who are able to create an even broader reach. The indirect target audience: the end-user - the general public. Asking all to share this story, in order for people to understand the real value of water, and for decision makers to manage water better.
Behind the scenes - the output and creative process
As mentioned, this project was a collaboration between Neverland, Plant, Publicis and OWOW. Together they created the following output:
A range of 20 new products highlighting the amount of water used in this dystopian world
A dystopian online shopping experience for these products, as well as the story behind the campaign
A social media kit to be downloaded and used by third parties
The direct and cynical tone of voice of the information on the packaging and throughout the entire campaign and website was used to symbolise transparency - emphasising how the next generation might feel if we continue as we are.
The e-com environment was developed as a true-to-life online shop for the next generation living in this dystopian world. With category overviews, product detail pages and add-to-baskets.
Each product detail page will tell you exactly what the impact of a specific product is. For example, to buy 0.5 litres of regular water in a plastic bottle, it takes 7 litres to make a plastic bottle. Or baking a loaf of bread will need 460 litres of water. These figures are given as product information. Through the product description and user reviews the agency could really deliver The Dropstore 'act-now' tone of voice.
Behind the scenes - the team
Neverland had a dedicated team with a strategist, two copywriters, a digital art director, motion designer and producer. Together with the development team of OWOW - containing of two UI/UX designers and a full stack developer - the agency worked back to back for 12 weeks.
Behind the scenes - an insight
As this is an initiative from the Ministry of Foreign Affairs, Neverland had to consider how to carefully tackle the subject of donations. Who takes care of the payments? Where can people donate? Etc. This is why the first call to action on the website (on the hero image) is ‘Act Now’, clicking through to the different projects you can contribute to - but in a subtle and legal way.