The film seeks to raise awareness on the World Water Crisis issue by illustrating a side-by-side comparison between a common form of water waste and the severity of the water crisis in Latin America.

The world water crisis is currently ranked as the highest global risk based on impact to society as a measure of devastation. The World Health Organization reports that approximately 1 in 9 people lack access to safe water. Ironically, Latin America has the most annual rainfall of any region in the world yet is one of the regions that is most affected by the water crisis.

With presence in more than 223 countries, and market leadership across the emerging world (Latin America, Asia, Africa), Colgate is committed to driving a global reduction in water waste across regions. Because most products within the Colgate brand portfolio require water, Colgate wants to drive awareness of the global water issue and ensure their consumers truly understand the importance of preserving water for the future of humanity.