Water Light
E-Dina Energy
Issue 60 | September 2021
Agency
Wunderman Thompson Colombia
Creative Team
Global Chief Creative Officers Bas Korsten, Daniel Bonner Regional Chief Creative Officers Sebastián Tarazaga, Dany Minaker Colombia Chief Creative Officer Daniel Payán Executive Creative Directors Pipe Ruiz Pineda, Diego Rodríguez Creative Directors Giovani Leal, Lukas Vergel, Gustavo Tovar, Rene Rojas, Felipe Santana Copywriters Daniel Payan, Pipe Ruiz Pineda, Lukas Vergel, Giovani Leal, Felipe Santana Art Directors Diego Rodríguez, Rene Rojas, Gustavo Tovar
Production Team
UX Director Ricardo Arévalo UX, UI Designer Paula Lozano Project Manager Luisa Páez
Other Credits
Account Director Natalia Grecco A Account Executive Alejandra Duarte
Date
April 2021
Background
According to the World Health Organization, in 2021 at least 840 million people around the world were without access to electricity, hindering their ability to work beyond daylight hours, carry out essential tasks and stay connected to the wider world. With electricity demand expected to increase by 70% by 2035 and traditional fossil fuels estimated to be depleted in the next 52 years, a solution was urgently needed.
Idea
Without electricity, fisherman can’t fish at night; kids must do their homework by candlelight, which can cause fires; artisans can’t craft at night to fill their orders and mobile phones cannot be charged.
A solution to this problem, WaterLight was the result of a collaboration between agency and client, a revolutionary device that could transform half a litre of salt water into an incredible 45 days of light.
It was given to the Wayúu people on the Guajira Peninsula, where they were surrounded by the most powerful battery in the world. The sea.
With the global refugee crisis set to worsen, and for millions of people in developing nations that lack access to energy such as Sierra Leone, Nigeria, Gabon, Somalia and Syria, WaterLight could provide invaluable aid where resources are scarce.
Results
An online reach of one billion. Over 250,000 media shares and earned media to a value of $1.3 million.
Our Thoughts
The intriguing aspect of this lantern is how agency and client seem to be using advertising awards schemes as media to promote it. Not a silly thing to do when you think that Cannes Lions attracts thousands of marketers, many of whom may see commercial uses for WaterLight beyond the obvious humanitarian applications.
As well as endorsing E-Dina’s credentials as a company looking to the future of energy supply, it could be a nice little earner for them. And the agency get some more awards for their trophy shelf. Everyone wins.