Surviving Without... | a guerrilla campaign about selflessness
Focusing on the luxuries privileged women of Los Angeles splurge on, ‘Surviving without…’ strategically lessens their value while highlighting the importance of charity:water’s main cause. Without ever showing the desired clean water, women inevitably discover the vanity of their personal life choices once connected to the message.
Louboutin red soled heels initially act as bait to the wealthy clientele until the header copy reading, ‘you can survive without Louboutin’ instigates guilt. Relaying the burden underprivileged women and children bear when walking 40 billion hours annually for likely contaminated water, loyal buyers of the brand will reevaluate the true value of such high end shoes.
Stemming from the powerful word ‘survive’ within each print’s copy, there is no question in the actual necessity of an expertly crafted cupcake. Showcasing the 24 hour ‘cupcake ATM’ and iconic circle topped treats of Sprinkles, women will instantly recognize the distinct features followed by the intended guilt once the ‘brand’ of the ad is grasped. Presenting the commodities through the greater scope of true needs, there is no comparison when access to clean water is questioned.
Featuring another location-specific luxury unnecessary to survive, relaxed women receiving hair ‘blowouts’ and ‘touch-ups’ within the salon drybar set the backdrop to the header copy, ‘you can survive without drybar’. Emphasizing the dry, humid environment that escalates dehydration within countries lacking nearby sanitary water, displaying a serviced ‘blowdry’ prompts guilt when noting these circumstances.
