THE CHALLENGE

Backed by Hearst, Christie’s, HP, Swatch, and NASDAQ, The Water Tank Project set out to turn New York City’s iconic rooftop water tanks into art, using the skyline to raise awareness of the global water crisis.

THE SOLUTION

Working pro bono, we created an OOH campaign designed to get New Yorkers to look up and think differently about the water they take for granted.

THE IMPACT

The project transformed NYC water tanks into public art featuring artists including Jeff Koons, Ed Ruscha, Andy Goldsworthy, Marilyn Minter, and Carrie Mae Weems, reaching millions across New York City.