Acqua for Life is an annual Armani charity promotion that provides safe drinking water to children in developing countries. One hundred litres is donated every time a bottle of Acqua di Gio or Acqua di Gioia perfume is sold. Fifty litres is donated every time the Facebook page is liked. Our brief was to give the brand more focus and generate the maximum possible donation of water.

We needed to find a symbol. But the charity world is full of them - ribbons, bandanas, wristbands, poppies, daffodils - how would 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.

So 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.

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 perfume packaging with it. We created buzz by then using the colour for all elements of the campaign, even for printing the advertising material. Our ambition was open-ended - we wanted as many perfume sales and Facebook likes as we could get within our promotional period.

The idea generated talk among fashionistas and the idea was featured within the pages of leading fashion magazines such as GQ. 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. And we've set ourselves up for the future: now, anything can be the symbol for our cause. Just as long as it's Acqua for Life Blue.