Campaign details

Brand owner: PepsiCo
Lead agency: R/GA, Golin
Contributing agencies: OMD
Country: North America
Industries: Bottled waters
Media channels: Online video, Social media, Word of mouth, advocacy
Budget: No budget

Executive summary

Right now in America, over 80% of schools face defunding, with art often the first subject to go. In Kindergarten, 84% of kids rank high in creativity, but by second grade this drops to 10% – and by high school it's almost non-existent (Source: Robert McGarvey "Creative Thinking", USAIR, June 1990, p. 3). This creative crisis inspired LIFEWTR, a purpose-driven water brand that believes "art is as essential to life as water", to take action through its campaign to #BringArtBackToSchools.