Silver
Direct
Innovation
Entrant: | Ogilvy, Bogotá |
Brand: | Filsa |
Title: | "Filter Caps" |
Corporate Name of Client: | Filsa |
Client Company: | Fabián Rojas, Bogotá |
Agency: | Ogilvy Colombia, Bogotá |
Agency President: | Fabio Quiroga |
Agency Creative Chairman: | Gaston Potasz |
Global Chief Creative Officers: | Keka Morelle/Thais Frazao |
Executive Creative Directors: | Amir Torres/Jacint Sotorra |
Creative Director - Art: | Daniel Puentes |
Creative Director - Copy: | Cristhian Arboleda |
Senior Copywriter: | Frank Saenz |
Senior Art Director: | Andrés Cardona |
Art Director: | Omar Marroquín |
Agency Executive Producer: | Gala Vence |
Agency Producer: | Rosario Carvajal |
Agency Motion Designers: | Jesus Quiroz/Juan David Acosta/Laura Castro/Juan Jose Chaparro |
Agency Account Director: | Marcela Giraldo |
Agency Account Manager: | María José Caicedo |
Director of Photography: | Germán Rodriguez Laverde |
Photographer: | Nicolás Fernández |
Description:
Colombia has been experiencing a severe drought, exacerbated by the El Niño phenomenon. With the worsening natural conditions, President Gustavo Petro declared a natural disaster. Additionally, in other regions of the country, several reservoirs are at low capacity, jeopardizing not only the supply of drinking water but also energy.
Moreover, cultural perceptions of technology and innovation may influence the reception of Filter Caps in different regions. In some areas, embracing innovative solutions may be met with enthusiasm and seen as a sign of progress, while in others, there may be skepticism or resistance to new technologies.
Additionally, the availability and accessibility of safe drinking water vary across cultures and regions due to factors such as infrastructure, geography, and socioeconomic conditions. In regions where access to clean water is limited, Filter Caps can have a transformative impact on public health, economic development, and overall well-being. However, cultural attitudes towards water management, hygiene practices, and community cooperation must be considered to ensure the successful adoption and utilization of Filter Caps. FILSA, a scientific company dedicated to promote development and technology for all, partnered with Baylor International and the Red Cross, leading networks in child care, to bring safe drinking water to the most vulnerable regions lacking infrastructure: Filter Caps focuses on transforming a universal bottle cap into a portable water treatment plant by linking two bottles together, allowing water to be purified as it flows through the cap from one bottle to another.
Filter Caps transforms a universal bottle cap into a portable water treatment plant, offering a simple yet effective solution to the global water crisis through innovative technology and a unique mix of materials. Easily produced and distributed on a large scale, Filter Caps are accessible to remote communities worldwide. Its universal and portable design ensures scalability, reaching areas where more expensive and complex filters cannot. By halving the costs of diarrhea treatment, it effectively reduces waterborne diseases and improves overall health and well-being. Additionally, it's environmentally responsible: the casing, 3D printed from cornstarch-based material, is fully compostable after use. As a result, Filter Caps not only addresses a viral global issue but also has the potential to be a game-changer for the water treatment industry by offering a cost- effective and sustainable solution that can be implemented on a large scale.
This collaboration, aligns with the UN Sustainable Development Goal: clean water and sanitation. The objective is to address the immediate water needs of underserved communities, promote health and well-being, and inspire broader community in addressing the water. This initiative has made a significant contribution to the advancement of the selected SDG. With 1.000 Filter Caps delivered, over 10,000 people now have access to safe water, and 300,000L of water have been recovered for consumption. The initiative has seen positive results in donations, indicating successful uptake and support from stakeholders.
Its implementation must consider cultural, national, and regional contexts to ensure relevance and effectiveness. In many cultures, water holds profound symbolic and spiritual significance, often representing purity, life, and renewal. Therefore, initiatives like Filter Caps resonate deeply with communities worldwide, as they provide a tangible solution to a fundamental human need while respecting cultural values associated with water.
Filter Caps was not created for commercial purposes but for humanitarian impact. Filter Caps' sustainable plan is based on corporate sponsorships to produce as many units as possible, while the partnership with major social organizations will secure an effective execution. A key component of the strategy is the call to action, encouraging support from various stakeholders, spreading awareness, and contributing to the initiative's mission of improving people’s lives, by inspiring hope and empowering communities to take control of their water quality.