http://www.waterwisecoffee.ca/
We were asked by Mother Parkers to do something simple - update the Brown Gold website to announce that they were funding a project to improve the water in the Sidama region of Ethiopia, where their 100% Ethiopian Coffee comes from. What we came back with was a movement.
We positioned WaterWise as a new addition to the Fair Trade/Rainforest Alliance level of causes. Brown Gold's over-arching brand position is No Compromise and what differentiates them as a high-quality coffee is 100% Destination. These provided the perfect platform to demonstrate that this is a coffee company that is as committed to doing right by the people that produce our coffee as they are to the people that drink it.
We were asked by Mother Parkers to do something simple - update the Brown Gold website to announce that they were funding a project to improve the water in the Sidama region of Ethiopia, where their 100% Ethiopian Coffee comes from. What we came back with was a movement.
We positioned WaterWise as a new addition to the Fair Trade/Rainforest Alliance level of causes. Brown Gold's over-arching brand position is No Compromise and what differentiates them as a high-quality coffee is 100% Destination. These provided the perfect platform to demonstrate that this is a coffee company that is as committed to doing right by the people that produce our coffee as they are to the people that drink it.
The website was created with the goal to simplify a rather complicated process. To do this, we created a modified version of the water cycle and used a simple scrolling navigation system to take people through the stages of the project.
To introduce the project, we created a video that was inspired by The Giving Tree and Chipotle's Back to the Start. The video tells the story of a boy growing up with the river he and his village rely on and the impact the coffee industry had on both of them. Realizing the harm coffee production is doing to his river, the boy, now a man, helps develop an innovative way to filter the waste water produced by the wet milling process.
