Water Aid's pandemic ad reminds us you can't have a rainbow without water

Don't Panic's spot captures rainbow symbols around the world in global effort by Stink directors

Published On
May 22, 2020

Editor's Pick

The rainbow has become a symbol of hope throughout the coronavirus pandemic—in some countries it's painted in murals, while in the U.K. it appears in kids' drawings displayed to windows in the U.K. to support the NHS. But a new PSA from charity Water Aid reminds us that "you can't have a rainbow without water," and highlights the role water must play in fighting coronavirus. 

The film, by Don't Panic, was put together during the lockdown and features footage of rainbows from across the world, captured on multiple recording devices in one week by Stink's worldwide roster of directors in cities including London, Milan, Johannesburg, Moscow, L.A., Tokyo, Shanghai and New York. The footage is set to LCD Soundsystem track "Oh Baby" and the film ends with Water Aid footage of people getting access to water and handwashing facilities in Africa, emphasizing that it's key to stopping the spread of the virus. 

Running on U.K. TV for six weeks and on social media, with media by Kite Factory, it's the first piece of work from Don't Panic since winning the Water Aid account in January According to Founding Partner Joe Wade: "Water Aid, Stink and ourselves were united in the belief that no-one needs to see yet another advert with slow tracking shots of empty streets - or anything to do with Zoom! Having banned some of the obvious tropes of our times, and having access to Water Aid’s wonderful footage from the field, we were freed and able to create a film that’s upbeat and vibes but still manages to have emotional resonance."


May 22, 2020
Client :
Water Aid
Agency :
Don't Panic-London
MD :
Joe Wade
Creative Partner :
Rick Dodds
Strategy & Engagement Partner :
Ellie Moore
Account Director :
Georgia Williams
Senior Project Manager & Producer :
Jennifer Clare Houlihan
Account Manager :
Alex Tilley
Associate Creative Director :
George McCallum
Creative :
Alice Dowdall
Graphic Designer :
Luke Freeman
Production :
Stink Films
Director :
A MrMr Film
Executive Producer :
Blake Powell
Producer :
Katie Lambert
Producer :
Martha McGuirk
Edit House :
Editor :
Paul O’Reilly
Producer :
Angela Hart
Edit Assist :
Sam Allen
Post House :
Electric Theatre Collective
Executive Producer :
Oliver Whitworth
Grade :
Jason Wallis
VFX Artist :
Mikko Ruostila
Audio Post-Production :
Sound Designer :
Aaron Taffel
Producer :
Molly Butcher
Music Production Company :
Track :
Oh Baby
Artist :
LCD Sound System
Music Supervisor :
Sean Craigie-Atherton

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