Water is Life is running a “Hashtag Killer” advertising campaign, raising awareness of serious developing world issues by highlighting trivial tweets of complaint found in the developed countries. The #firstworldproblems hashtag meme is associated with tweets about life burdens such as non-heated leather seats or having a house so large two wireless routers are required. People in Haiti recite a list of these “first world problem” tweets in an anthem video. The campaign also includes a series of personalized responses, in which various Haitians console those who have used the hashtag on Twitter. The responses will be delivered by Water is Life Twitter channel as well as a number of celebrities like LMFAO, Christina Millian, Michael Ian Black and others.
Click on the image below to play the First World Problems video in YouTube (HD)
Click on the image below to play the Response @DanJordan2001 video in YouTube (HD)
Click on the image below to play the @Jennifer video in YouTube (HD)
Click on the image below to play the @PWallStreet video in YouTube (HD)
The First World Problems campaign was developed at DDB New York by chief creative officer Matt Eastwood, executive creative director Menno Kluin, copywriter Frank Cartagena, art director Sam Shepherd, head of production Ed Zazzera and agency producer Lindsey Hutter.
Filming for “Anthem” and other responses was shot and produced by director/editor Alec Helm, designer Juan Carlos Pagan, and motion graphics artist Gina Lin. Music was produced by In the Groove.