Zemoga Connects Water Cooler Talk With UNICEF’s Clear Water Campaigns

Zemoga Connects Water Cooler Talk With UNICEF’s Clear Water Campaigns

"Water of Life" is an initiative intended to direct attention to UNICEF's Clean Water Campaign through scanning a mobile tag.

Timothy Ryan, PSFK Labs
  • 9 march 2011

water of life-unicef-mobile tagging


Shared experiences promote connections between people. Eating food and drinking water are actions that are common to all of us. So what better time to promote awareness of UNICEF’s work on water sanitation and conservation than during that most communal of office experiences, visiting the water cooler?

UNICEF’s partner/sponsor water company will supply offices with water jugs that have a sticker with a Mobile Tag on them and a message promoting awareness of UNICEF’s efforts to provide clean water around the world. Scanning the Mobile Tag will launch an application that will show some of the areas where UNICEF is conducting clean water campaigns.

Clicking on a locale will show the user the same water cooler jug, except this jug will be filled with the water from the location rather than the pristine, clean water they’re lucky enough to have in their office. It will also display facts about water use in the destination (e.g. “there is only one clean water source for a population of 2000 people”) and offer the user a chance to donate. As more funds are donated to a given campaign, the water jug displayed will become clearer. Once the fundraising target has been met, the water will become as clear as the water in the office water cooler.

zenmoga-unicef-water of life

WATER OF LIFE will not only promote repeated donations (as users continue to click in an effort to “clear the water’) but also promote a connection between donors and recipients through one of the most basic of human acts … drinking a glass of water.

PSFK’s Future of Mobile Tagging report presents key trends in the mobile tagging space, so as to inspire creative agencies about their future use of technologies that include QR codes, barcodes and Microsoft Tags in branding and communication campaigns. This document brings together both literal and lateral inspiration to provide a framework within which organizations can begin to contemplate the issues facing the U.S. Fund for UNICEF and their fundraising efforts.

To start this exciting conversation, PSFK challenged advertising and design agencies from around the world to react to the Future of Mobile Tagging report. They were tasked with developing concepts making use of Microsoft Tag to address one or more or the needs set forth by the U.S. Fund for UNICEF in a creative brief. The end result of this initial phase of ideation is a set of 10 standout concept programs, including the one described above

Created by: Zemoga Inc. New York City & Bogotá, Columbia.
Team: Sven Larsen, CMO Daniel V. Licht, Principal Creative, Juan Camilo Sánchez, Design Lead, Felipe Torres, Designer
Contact: Daniel V. Licht, Principal, Creative.
More information:

PSFK Presents: The Future of Mobile Tagging


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