Anheuser-Busch InBev and Matt Damon have launched a social media campaign to highlight the global water crisis.
The brewer said today that its Stella Artois brand and Damon's water charity Water.org have rolled out 'The Wait for Water' video. The campaign involves hidden cameras in a hotel, a restaurant and a cafe in London, New York and Uruguay respectively. The video highlights the reactions of customers when they are told there won't be any water available to them for six hours - the amount of time on average women in the developing world spend collecting water each day.
The move follows AB InBev's Super Bowl tie-up between Stella and Damon, which aired earlier this month. The brewer has partnered with Water.org since 2015.
"It was important for us to take a fresh approach, putting the issue into people's everyday lives in a provocative way, to inspire them to think about it differently and take action," said Jason Warner, president, North Europe, AB InBev. "Since 2015, our partnership with Water.org has provided more than a million people in the developing world with access to five years of clean water, and we're excited to continue this momentum."
The campaign also includes a tie-up with the UK on- and off-premise to provide one month of clean water for every pint, bottle, or can of Stella Artois purchased this month.
