We needed a symbol. But there are a lot of symbols in the charity world - ribbons, wristbands, pins, badges, etc. How could we stand out? Another challenge was that our client was Armani. We were talking to a discerning audience and needed something that would truly appeal to their sense of fashion.

We went back to the most basic element, the cause at the heart of the campaign - clear, blue water. In collaboration with Pantone and Mr Giorgio Armani, we made a colour. The Aqua for Life Blue. This unique colour became the common thread for the whole campaign. First of all, we made a key visual and printed the packaging with it. In fact, we used the colour for everything. Now, anything that can carry a colour can embody the cause. Clothes, shoes, accessories... the sky's the limit.

The idea generated talk among fashionistas and the idea was featured within the pages of leading fashion magazines. The colour gave a strong consistency between the packaging and the POS; as a result our spaces in the duty free stores became more impactful. Concretely, after one month we had won 250,000 more Facebook fans. This, alongside side perfume sales, generated the donation of 16 million liters of safe drinking water. We are on track to generate a total of 51 million liters by the end of the campaign.