If you think you've seen this before, it's because you've been paying attention. Yes, it's similar to the Unicef - Donation Well - from Singapore.
But dudes, this was totally done by Archimedes like ages ago man, and it won so many awards, so there.
As donations were made, the weight of the money caused an inner box to sink, making the water level rise. Every donation helped demonstrate the benefit of creating more clean water. The funds collected were donated to the RBC (Royal Bank of Canada) Blue Water Project to support programs that protect fresh water resources.
Agency: BBDO Canada
Carlos Moreno (Creative Director)
Peter Ignazi (Creative Director)
Linda Carte (Art Director)
Rachel Abrams (Copywriter)