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BURN shortlisted for ‘Best Integrated campaign’ at the MAA Best Awards

MAA Awards
Great news – our ‘Instant Hero!’ campaign for One Water has been shortlisted for ‘Best Integrated campaign’ award by the MAA.

There are 1 billion people in the world without access to clean drinking water, but One Water uses 100% of profits to help eradicate this problem with life-changing projects in the world’s harshest regions.

The brand has already raised over £10m but still faces a lack of awareness. Our challenge was to increase awareness because once consumers understand the brand purpose, it tends to become a ‘no brainer’ purchase vs. other bottled water brands.

Whereas many charities choose to raise awareness by focusing on the negativity of the problem, we wanted to celebrate the positivity and generosity of our supporters – the people who buy One Water.

This led to the simple idea: ‘Instant Hero! Just add water.’

Our fully integrated campaign ‘heroified’ everyday people and produced results far beyond anyone’s expectations – all on a very limited budget:

  • Took awareness from 6% to 10%
  • >40m impacts through the advertising alone
  • Tripled web traffic during promotional period
  • Over 100 new listings gained – large and small – increasing distribution massively in London
  • Social reach of several million


Instant Hero Awards

“We were seeking a campaign to build brand awareness, without the worthiness often associated with charity brands. The simplicity of the insight conveyed by the ‘Instant Hero – Just Add Water’ campaign was exactly the driver we needed to enable us to quickly increase awareness of our brand and what we stand for.

 Having developed the insight, the agency leveraged it really cleverly – the creative execution had real cut-through and they ensured it extended cost effectively across multiple media channels. The limited budget worked incredibly hard, with the agency even innovating on the media front (clean graffiti, tattoos, interactive kiosks, etc.) to provide a fully rounded campaign. 

The results speak for themselves with over 100 new listings and almost doubled awareness; we couldn’t be more pleased”.

Ian Spooner, Marketing Director, The One Brand


Well, neither could we. We’re thrilled to be nominated but even prouder to be helping the amazing team at One Water change lives.


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