UNICEF 'Tap Project' by TBWA\Chiat\Day LA

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TBWA\Chiat\Day LA is expanding on the initiative originally devised by Droga 5, attempting to bring people together with the common goal of providing clean water to children around the world.

Familiar project icon 'Happy Angel Water Drop' was given a voice and a personality in this year's campaign for UNICEF.  The 'spokesdrop' delivers harsh realities of the water crisis with a chirpy direct voice, an arresting way to alert the public to alarming statistics. 

This Los Angeles advert is promoting two methods of action, Text for Tap and Tap Project Radio.  Text for Tap allows people to instantly donate $5 to UNICEF's clean water projects.

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Released: 18 March 2010

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Campaign Title
'Tap Project'


Group Creative Director
Chris Adams and Margaret Keene

Associate Creative Director/ Copywriter
Ken Pappanduros

Associate Creative Director/ Art Director
Chris Lynch

Art Director
Paulo Cruz

Justin Horrigan

Account Supervisor
Kelly Tholke

Account Director
Shannon Franqui

Assistant Account Executive
Haley Boyan

Brad Filice

Planning Director
Tracy Sheerin

Digital Production
Katie Case

Jane Krull, Chris Spencer and Terry Miglin

Assistant Producer
Alicia Portner

Sr. Broadcast Business Affairs Manager
Jill Durand

Director of Business Affairs
Linda Daubson

Business Manager
Laura Drabkin

Print Project Manager
Jim Juback, Aliza Grover and Holly McGalliard

Katherine Howells

Studio Artist
Jennifer Tranbarger and Rubi Mendoza

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