Liquid assets: Supermarkets’ hidden water drain
Water Witness, an organisation tackling the global water crisis, has launched a new campaign highlighting the unfair use of water in UK brands and products.
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Credits
View on- Agency Don't Panic/London
- Production Company Studio Birthplace
- Director Sil Van Der Woerd
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Credits
View on- Agency Don't Panic/London
- Production Company Studio Birthplace
- Director Sil Van Der Woerd
- VFX Redivider Studio
- Sound Design OPM Studio/London
- Creative Director George McCallum
- Creative Director Rick Dodds
- Senior Creative Zara Bennett
- Executive Producer Jennifer Clare Houlihan
- Art Director Katie Richardson
- Director Jorik Dozy
- Executive Producer Alea Rahim
- VFX Supervisor Tim Smit
- Sound Designer/Audio Mixer Joe Munday
Explore full credits, grab hi-res stills and more on shots Vault
Credits
powered by- Agency Don't Panic/London
- Production Company Studio Birthplace
- Director Sil Van Der Woerd
- VFX Redivider Studio
- Sound Design OPM Studio/London
- Creative Director George McCallum
- Creative Director Rick Dodds
- Senior Creative Zara Bennett
- Executive Producer Jennifer Clare Houlihan
- Art Director Katie Richardson
- Director Jorik Dozy
- Executive Producer Alea Rahim
- VFX Supervisor Tim Smit
- Sound Designer/Audio Mixer Joe Munday
Created by London agency Don’t Panic, this shocking campaign underlines the issue that 40 per cent of the water used in the manufacture of products sold on UK shelves comes from unsustainable sources.
This leaves people in the communities where they are produced without access to good quality water, leading to disease, nature degradation/environmental damage, and intensified climate impact.
Titled Inequality by the Gallon, the campaign’s hero film was directed by Sil Van Der Woerd and Jorik Dozy through Studio Birthplace, who produced the whole film entirely with VFX. Traditional CG animation was used – AI being deliberately avoided due to the significant water footprint it carries.
Collaborating closely with the team at Redivider Studio, a convincingly damp supermarket and complex water simulations were created – with food exploding into liquid, rising water levels, object collisions and products sloshing about the aisles.
The campaign drives viewers to the Water Witness site, to find out how to support stricter rules for businesses on human rights and environmental harm.
