What a powerful, brilliant piece of print. Running out of fresh water is a big problem that no one's talking about and only getting bigger (for more on the bleak future of fresh water, see this write up on my side project The Reservoir). In this spread for the Vanarai Foundation by McCann Worldgroup Mumbai, turn the transparent page between the two images and water that had been pointlessly flowing from Miss Preoccupied's faucet magically starts filling a water jug in India's third-world countryside. Such a simple, evocative way to demonstrate our need to stop taking fresh water for granted.
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February 03, 2010
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