The Brief: Give FIJI Water a presence on the red carpet.*
The Idea: Let’s support filmmaking that is “untouched by men”.
In the year of "Time's Up," we knew we couldn't just sit by and watch the pretty people drink fancy water. So, for every time a celebrity sipped FIJI Water, we made a donation to support getting more female directors on the red carpet.
The total donation amounted to 100K.
*Fun fact: The following year they repeated the concept but this time the product was in the background.
3,945 Likes, 21 Comments - FIJI Water (@fijiwater) on Instagram: "Thanks to @ladybirdmovie star Saoirse Ronan for helping us support female directors. She took a..."
6,189 Likes, 64 Comments - FIJI Water (@fijiwater) on Instagram: "@kendalljenner sipped, so we donated $1000 to the AFI Directing Workshop for Women. You can help..."
3,879 Likes, 24 Comments - FIJI Water (@fijiwater) on Instagram: "Cheers, @tchalamet. We're supporting up-and-coming female directors by donating $1000 each time a..."
2,519 Likes, 15 Comments - FIJI Water (@fijiwater) on Instagram: "You made history last night @sterlingkbrown, and thank you for taking a sip to help others do the..."
3,052 Likes, 30 Comments - FIJI Water (@fijiwater) on Instagram: "Everyone can play a role in supporting women in Hollywood. Tonight @edgarramirez25 took a sip of..."