Water is Life: Hashtag Killer Anthem

First world problems from a different perspective.

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DDB New York and Water is Life have launched the "Hashtag Killer" campaign, which sets out to eradicate the ironic #firstworldproblems meme--in which people tweet about such life burdens as non-heated leather seats or forgetting their maid's last name--and, in the process, raise awareness about serious developing world issues.

The agency gathered various "first world problem" tweets and then approached people in Haiti to recite them in an anthem video. But perhaps even more affecting is the campaign's 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 as well as a number of celebrities like LMFAO, Christina Millian, Michael Ian Black and Others.

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Oct 04, 2012
DDB New York
Chief Creative Officer:
Matt Eastwood
Water is Life
Executive Creative Director:
Menno Kluin
Head of Production:
Ed Zazzera
Agency Producer:
Lindsey Hutter
Frank Cartagena
Art Director:
Sam Shepherd
Alec Helm
Juan Carlos Pagan
Motion Graphics:
Gina Lin
In the Groove
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