The TAP Project was very successful in New York, it helped provide clean drinking water to kids who didnt have access to it. So The TAP Project went national and invited agencies like Chiat/Day, W+K, Trumpet etc.
At Trumpet, New Orleans, we were tasked with letting the people of New Orleans know about the TAP Project.
New Orleans was a heavy foot traffic city, so we leveraged that platform. Street teams in specific locations would engage our audience through a 360 campaign that spanned from guerrilla advertising strategies to a web presence to collect all the traffic. But first, we had to align ourselves with the brand and create an identity system specific to New Orleans.
After that, our street team took over and walked the streets–changing perspectives and making a difference. Handing out dirty bottled water reminded people how un-privileged the rest of the world is.
BRANDING A DIFFERENCE
DIRTY BOTTLED WATER.
We had an opportunity to allow our audience to experience what children around the world are exposed to. Clad in our own TAP Project designed T-shirts we hit the streets handing out bottles of dirty water to remind people that water is a daily privilege that millions take for granted. The labels on the bottles provided more information on the Tap Project and also directed our audience to the local New Orleans Tap website for a listing
of participating restaurants.
New Orleansians like to collect coasters to showcase where they've been. There are multiple restaurants and bars per every block. Our street team brought TAP Project coasters, which provided information on the project and where to find a listing of participating restaurants, to the most popular bars and restaurants in town.
We were given the opportunity to design a website within the TAP Project site devoted
to New Orleans.The tangible communication pieces we created guided people to this website for background information, participating restaurants and ways to make