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Acqua For Life

on Green Cross, UNICEF   Tags: , , ,

Armani is famous for his clothes and fragrance but the fashion creater is also successful in its commitment to raise awareness and funds for the Green Cross International and UNICEF for the U.S. With the "Acqua For Life" campaign, the Emporio Armani Group helped distributing 43 millions liters of water in 2011 and 52 millions in 2012.

To reach those goals, the Group used two channels: retail and digital. First, for every purchase of either the Giorgio Armani Acqua di Gio or Acqua di Gioia, Giorgio Armani donated 1$ to the charity. And then for those who were not up for buying a new fragrance, Armani was donating $1 for the first 100,000 people who “Like”  the action on Facebook.

The multimedia campaign was set up by Kids Love Jetlag and was launched via the Facebook page, an application, the official website www.acquaforlifechallenge.org and Armani fashion shows.

The campaign received the Gold World Luxury Award prize in 2011 in the category Parfum and Cosmetics.

FYI, the Grand Palais in Paris hosted an exhibition called « Acqua #2 » this November that presents a set of 10 pictures chosen by Giorgio Armani on the theme of water. The exhibition will then move to LA in April.

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