Beau Lake and Open are cleverly hijacking the social media terms “thirst trap” and “thirsty” to bring awareness to what being thirsty truly means to the 771 million people without access to safe water.
In use for the past decade or so, “thirst trap” is a colloquialism that refers to photos on social media that demonstrate a need for attention. The people who post such photos are often characterized as “thirsty.”
The new effort is designed to raise awareness of the Beau Lake “Access-To-Water Bottle” and the global water crisis. Thanks to a partnership with Water.org, a global non-profit working to bring safe water and sanitation to the world, sales from each Access-To-Water Bottle will provide safe water to an entire family in need for the next 20 years. One bottle. No profit. Twenty years of safe water.
“We believe water is the real luxury of our lifetime. Protecting and sharing it is our greatest calling,” said Brad Ariss, Marketing Manager, Beau Lake. “This bottle is just one of the ways we hope to make a real difference in the global water crisis alongside our charitable partners. This is only the beginning.”
The accompanying promotional video from Open shows a flirtatious late-night text exchange between two people, which involves the usual questions such as “What you wearing?” and a simple request: “Show me urs and I’ll show you mine.”
When one party responds with a picture of a Beau Lake “Access-To-Water” bottle, the other responds with a puzzled “??” before asking if that’s their idea of a thirst trap.
“We wanted to do something that would quickly be attention grabbing…what’s better than a thirst trap for that? This is a great initiative and we are so proud to have been able to help Beau Lake on this project,” ,” said Martin Beauvais, Partner, Creative, Open. “It’s not often that what we do in an ad agency can have such a positive impact on someone.”