First World Problems Anthem
WATERisLIFE · 2012
- Agency
- DDB New York
- Campaign
- First World Problems Anthem
Analysis
WATERisLIFE’s online film had people in Haiti read complaints associated with the First World Problems hashtag. This still pairs a complaint about wireless routers with a modest home.
Why it worked
The subtitle voices an inconvenience that the setting makes difficult to take seriously. That mismatch asks viewers to reconsider which problems deserve their attention. Using a familiar hashtag connects the charity’s message to an existing social conversation. The contrast carries the appeal quickly, though marketers must consider how this treatment represents the people on screen.
Lesson
Change the context of a familiar statement to reveal what the statement overlooks.
© WATERisLIFE. Shown for study and commentary.
Not affiliated with or endorsed by WATERisLIFE.