Deutsch’s campaign for WATERisLIFE takes us to Kibera, Kenya, the largest and most dangerous slum in Africa, which is home to more than 1 million people who fight every day for food and clean water. Yet just above their heads is the answer to many of the impoverished community’s problems: valuable street art created by acclaimed French street artist and TED Prize winner, JR.

The art was taken down by a team which replace it with proper, corrugated metal roofs. This street art was then transported to the U.S. where an auction house is selling the pieces. The proceeds from the art heist are going toward vital services in Kibera, including installing a 5,000 gallon per day water filter and building a permanent community hand washing station. The art is turned into better access to clean water, sanitation and hygiene.

Kristine Bender, president of WATERisLIFE, related, “Those who live in Kibera are not only unaware of the value of the artwork, they have no way to sell it themselves. So in a way, we’re not doing much more than providing a way for the people of Kibera to help save Kibera. It’s as simple as saving a community with artwork, and providing clean water to those who so desperately need it.”

Credits

Client WATERisLIFE Agency Deutsch Kerry Keenan, chief creative officer; Menno Kluin, executive creative director; Sam Shepherd, Frank Cartagena, Julia Neumann, creative directors; Brittany Rivera, Katrina Mustakas, art directors; Kevin Meagher, copywriter; Neil DaCosta, DP; Juan Carlos Pagan, design director; Brian Gartside, designer; Joe Calabrese, director of integrated production; Joe Pernice, producer; Francess Tom-Sahr, post producer; Pete Slife, editor; Sam Shepherd, Frank Cartagena, Mennu Kluin, directors. Music Found Objects Audio Record/Mix Duotone

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