DDB New York and Water is Life launches "Hashtag Killer" campaign, which sets out to eradicate the ironic #firstworldproblems meme

Screen shot 2012-10-09 at 5.56.31 AM.jpgDDB New York and Water is Life have launched the "Hashtag Killer" campaign, which sets out to eradicate the ironic #firstworldproblems meme in which people tweet about such life burdens as non-heated leather seats or forgetting their maid's last name -- and, in the process, raise awareness about serious developing world issues.

The agency, whose chief creative officer is former M&C Saatchi Singapore ECD Matt Easwood -  gathered various "first world problem" tweets and then approached people in Haiti to recite them in an anthem video.

Screen shot 2012-10-09 at 5.56.13 AM.jpgBut perhaps even more affecting is the campaign's series of personalized responses, in which various Haitians console those who have used the hashtag on Twitter.

The responses will be delivered by Water is Life as well as a number of celebrities like LMFAO, Christina Millian, Michael Ian Black and others.

Leave a comment

About Campaign Brief Asia

A blog for advertising creatives in Asia. To pass on news or advertise on the CB Asia blog, or to subscribe to Campaign Brief Asia or Campaign Brief Australia/NZ magazines, or The Work 09 Annual, email: Kim or Michael

Latest jobs

Retrieving latest jobs

House rules for commenting

Here are the ground rules for posting comments on stories: This site is a moderated blog. Comments that are seen to be more abusive than witty and/or constructive will not be posted. Obviously, we do not allow 'hate speech' or comments that are seen as a personal attack, defamatory, degrading or prejudicial to an individual or company. Overly abusive language also adds nothing to any discussion and will not be published. On occasions we will be asking people to contribute work, opinions and views on various topics - you are free to disagree, so long as you observe the above rules and remain constructive.