The Most Expensive Water in Asia
A stunt that transforms a simple taste into a lesson on the staggering inequality of clean water access.
Client
Lien Foundation
ROLE
Art Director
Category
Experiential
CONTEXT
CONTEXT
CONTEXT
Millions of rural poor in Asia still rely on polluted water, paying up to 1,260 times more relative to income than the average Singaporean. Water, something most of us take for granted, is a luxury for too many. Lien Aid needed a way to make this invisible crisis impossible to ignore.
We served the most expensive bottle of water in Asia — completely free. Visitors sipped luxe bottles of water only to be led into a backroom where the truth was revealed: it was just Singapore tap water.
Millions of rural poor in Asia still rely on polluted water, paying up to 1,260 times more relative to income than the average Singaporean. Water, something most of us take for granted, is a luxury for too many. Lien Aid needed a way to make this invisible crisis impossible to ignore.
We served the most expensive bottle of water in Asia — completely free. Visitors sipped luxe bottles of water only to be led into a backroom where the truth was revealed: it was just Singapore tap water.
Millions of rural poor in Asia still rely on polluted water, paying up to 1,260 times more relative to income than the average Singaporean. Water, something most of us take for granted, is a luxury for too many. Lien Aid needed a way to make this invisible crisis impossible to ignore.
We served the most expensive bottle of water in Asia — completely free. Visitors sipped luxe bottles of water only to be led into a backroom where the truth was revealed: it was just Singapore tap water.
MY ROLE
MY ROLE
MY ROLE
I led concept, design direction, and multi-channel asset development, ensuring every detail—from the luxe presentation to the reveal and supporting digital content—amplified the story and engaged audiences emotionally.
I led concept, design direction, and multi-channel asset development, ensuring every detail—from the luxe presentation to the reveal and supporting digital content—amplified the story and engaged audiences emotionally.
I led concept, design direction, and multi-channel asset development, ensuring every detail—from the luxe presentation to the reveal and supporting digital content—amplified the story and engaged audiences emotionally.
impact
The activation sparked immediate awareness and conversation, connecting audiences with the staggering reality of water inequality. It highlighted Lien Aid’s mission, supporting over 800,000 people across Asia, and positioned the organization as a tangible, scalable solution to a critical problem.
The activation sparked immediate awareness and conversation, connecting audiences with the staggering reality of water inequality. It highlighted Lien Aid’s mission, supporting over 800,000 people across Asia, and positioned the organization as a tangible, scalable solution to a critical problem.
The activation sparked immediate awareness and conversation, connecting audiences with the staggering reality of water inequality. It highlighted Lien Aid’s mission, supporting over 800,000 people across Asia, and positioned the organization as a tangible, scalable solution to a critical problem.
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