A campaign by KRPT°
KRPT° was tasked with creating a digitally disruptive campaign that tapped into lockdown behaviours to raise money for WaterAid's COVID-19 appeal.
Millions of people around the world live without clean water. As COVID-19 began to spread, communities without access to clean water and the facilities to properly wash their hands were left even more vulnerable to the disease.
As lockdown hit, KRPT° had to find innovative ways to connect with audiences to support WaterAid's critical hygiene work around the world. With mass gatherings cancelled, preventing audiences from attending festivals that WaterAid partnered with, they created the #BathroomSessions - an unforgettable online live music experience.
The #BathroomSessions ran throughout lockdown, a series of exclusive concerts streamed live and direct from the bathrooms of some of the biggest names in global music. The sessions engaged new and existing audiences to raise awareness of WaterAid's work in the fight against COVID-19 and to raise vital funds to bring clean water to communities around the world to help prevent the spread of the virus.
They were joined by a lineup of headline talent including Melanie C, Jessie Ware, Stonebwoy, KT Tunstall, High Contrast, and over 45 global artists. Across 6 curated sessions, they broadcasted to an audience of millions in partnership with CLASH Magazine.
The results were outstanding with 14.7m total reach and 1m+ view on content.
Strategy/Creative (KRPT°): Mitun Thaker
Strategy/Creative (KRPT°): Tom Molyneux
Social (WaterAid): Oscar Mckenzie
Celebrity Engagement Manager (WaterAid): Chloe Bayram
Digital Manager (WaterAid): Alicia Robinson