Watermarks for Water - Getty Images | Clapboard Ad Archive

Getty Images’ 2018 campaign Watermarks for Water, created by FCB for the professional services sector, leverages the brand’s iconic watermark as a catalyst for social impact, highlighting the global water crisis in a way that is both conceptually sharp and commercially viable. Launching around World Water Day on March 22, the campaign transforms the usually obstructive watermark—typically a barrier to image use—into a visual metaphor for the scarcity of clean water, featuring a curated collection of over 300 images shot by leading photographers that depict the urgent issue of water scarcity. By inviting users to license these images through a dedicated microsite, www.watermarksforwater.com, Getty Images offers a direct, actionable solution: each licensed image removes the watermark and triggers a 10 percent donation to charity: water, thereby converting visual storytelling into tangible aid. This approach aligns with what Clapboard’s taxonomy identifies as FORMAT#2—Show the Problem—where the campaign first frames the global water crisis as a relatable and pressing issue before positioning Getty Images’ licensing platform as the vehicle for change. The campaign’s film asset, produced by FCB Chicago, extends this narrative by educating viewers on the power of images to influence awareness and drive action, reinforcing Getty Images’ role as a cultural intermediary between content creators and socially conscious consumers. This strategic melding of brand equity and cause marketing demonstrates how Getty Images repurposes its core intellectual property—its watermark—not merely as a design element but as a symbol of obstruction that can be lifted through consumer participation. The campaign’s timing, tied to a globally recognized day, amplifies its resonance, while the partnership with charity: water lends credibility and a clear beneficiary for contributions. Clapboard rates this campaign 71/100. Watermarks for Water matters because it exemplifies how a media brand in the professional services industry can embed social responsibility into its commercial offering, signaling that creative archives and content platforms can transcend transactional relationships by mobilizing their assets for purposeful storytelling that converts awareness into measurable impact.