The brief had been to alert the developed world to the realities of water-related issues using print- and web-based advertising.
The winning print ad showed urine in a beaker with a straw, as if it were water, with the caption: "Your pee is cleaner than the water 1.5 billion people drink daily. Jeff Goodby, the co-chairman of Goodby Silverstein & Partners and the jury president, described it as "a powerful spot. It was unforgettable."
A team from Lowe New York took second place and the Italian agency Ata de Martini came third for print. Teams from Brazil (Agencia Click, Lowe Lintas and New Comm Bates) and Sweden (Leo Burnett Stockholm) came first and second respectively for website campaigns.