Campaign details
Brand: LIFEWTRBrand owner: PepsiCoLead agency: R/GA, GolinContributing agencies: OMDCountry: North AmericaIndustries: Bottled watersMedia channels: Online video, Social media, Word of mouth, advocacyBudget: 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...