charity:water → Dirty Water Cooking Series
Multi-Platform Digital Campaign
creative strategy + ideation + creative direction + production + post-production
THE RESULTS
86% increase in CTR & 50% increase in average watch time
600+ post comments | 2,221 post saves | 1,847 post shares
335% increase in CTR & 36% increase in average watch time
33% increase in CTR and a 45% increase in average watch time
700+ post comments | 400 post shares
Damn, this was good! 👏 The campaign has such smart advertising literally so impressed I keep getting tricked by u guys • These ads r v effective - rly makes u think how privileged we are to watch tik toks n not worry about clean water • Needless to say, but you definitely got my attention• Way to use the algorithm to spread the message. Good job guys 🥰 I was ready to make fun of the pasta. Glad it was about something more important
Campaign metrics indicate increased brand awareness, interest, engagement, and referral on the part of the audiences watching the content. The biggest win of this campaign was being able to get our audience talking about the water crisis–and actually witnessing them respond to our message, which doesn’t happen routinely on these platforms.
“It’s been difficult in the past to work with external agencies, but this time around–with our partner Corvus Creative–we had a seamless experience that generated great assets.”
— Megan, Director of Performance Marketing charity: water
How We Made It Work
GOAL
Launch the first installment of charity: water’s Dirty Water Cooking Series - driving awareness across TikTok, Instagram, Facebook, and YouTube by reframing a global water crisis in a way digital audiences couldn’t ignore.
CHALLENGE
771 million people lack access to clean water.
The creative tension: how do you translate a devastating global issue into content that stops the scroll - without trivializing it?
We needed to produce three hero videos in one day, tailored for platform-native distribution, while eerily recreating the reality of cooking with unsafe water.
OUR STRATEGIC SOLVE
The Corvus Recipe - Smart Before We Shoot. Snacks at the Ready.
We started where attention is hardest to earn: TikTok.
Instead of adapting creative after the fact, we reverse-engineered the campaign around platform behavior - researching water-heavy recipe trends and structuring each concept to feel native before delivering the shock.
We built a formula that pulled viewers in with enticing, familiar cooking content - then disrupted expectations with the unsettling truth about dirty water.
By designing for vertical-first capture and multi-platform adaptability from the start, we delivered three distinct hero videos in a single day - each engineered to work natively across TikTok, Meta, and YouTube.
The result: a scroll-stopping digital campaign that turned everyday recipe content into a powerful awareness tool.
Executive Creative Director & Producer: Jamie Silver
Production: Corvus Creative
Partner: Neon Rabbit
Stay in the loop.
Sign up to keep up with new work, events, & updates!