Art Heist
WATERisLIFE
Issue 38 | March 2016
Agency
Deutsch
Creative Team
Chief Creative Officer: Kerry Keenan Executive Creative Director: Menno Kluin Creative Directors: Sam Shepherd, Frank Cartagena, Julia Neumann Art Directors: Brittany Rivera, Katrina Mustakas Copywriter: Kevin Meagher Director of Photography: Neil DaCosta Design Director: Juan Carlos Pagan Designer: Brian Gartside
Production Team
Director of Integrated Production: Joe Calabrese Producer: Joe Pernice Post Producer: Francess Tom-Sahr Editor: Pete Slife Directors: Sam Shepherd, Frank Cartagena, Menno Kluin Music: Found Objects Record/Mix: Duotone
Date
November 2015
Background
For pro bono client WATERislife an actual art heist for good was staged. They took from the Poor. To give to the Poor. In 2009 French artist JR covered roofs in the worst slum in africa with his art. This project propelled him to international fame and landed him the TED prize in 2011. The idea was to raise funds for the community as directly as possible, by taking the JR art roofs and selling them for a huge profit back in the US. The first roofs have already sold at auction and the money will go back into Kibera to provide clean water, sanitation and hygiene education. The people from Kibera were living under the very thing that could elevate them out of poverty and they weren't even aware.
Idea
For pro bono client WATERislife an actual art heist for good was staged. They took from the Poor. To give to the Poor.
Results
The money raised from the sale of the artwork went towards:
Installing 5,000 gallon per day water filter, and building a permanent community hand washing station.
Repairing 40+hand washing outlets for the 4,000+ children