Where Good Grows
Thirsty black boy For Studio Brussels

Results for good
Issue | Water

People & Planet:


Brand & Bottom line:

€ 3.3 million
in donations to provide drinkable water


Live stunt in prime time
on several TV channels in Belgium


Studio Brussel, one of Belgium’s largest radio stations, wanted to raise awareness for their yearly charity drive, Music for Life.

Target Group:


Every 15 seconds a child dies from a disease contracted due to a lack of drinkable water and the agency Mortierbrigade decided to use the glasses of water seen on live television to highlight that.


On Flanders’ most watched TV station, a black boy ran into shot on live television, thirstily gulped down the water in a presenter’s glass, then ran off again. None of the presenters knew beforehand that they were going to be interrupted.


The idea soon became contagious and the word spread, as people asked, ‘Have you seen the thirsty black boy on television?’ The idea was then splashed all over the internet and was featured on YouTube, blogs and marketing websites. Once excitement and curiosity had reached a fever pitch, all that was left was to let people know the cause the boy was representing – Music for Life. It was incredibly effective and in just six days € 3.3 million had been donated to help provide people with drinkable water, proving that ideas don’t need to cost much to garner a great return. 


MortierBrigade, Brussels - Jens Mortier - Owner
MortierBrigade, Brussels - Joost Berends - Creative director
MortierBrigade, Brussels - Philippe Deceuster - Creative director
MortierBrigade, Brussels - Dieter Vanhoof - Creative Team
MortierBrigade, Brussels - Joeri Vandenbroek - Creative Team
MortierBrigade, Brussels - Tim Driesen Strategy - Creative Team
MortierBrigade, Brussels - Stephanie Zimmerman - Strategy
MortierBrigade, Brussels - Patricia Van De Kerckhove - Producer


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