Umbrella Bags

Water is in short supply in the dry northwest of China. Meanwhile in southerly Hong Kong, water is taken for granted.

The job here was to persuade those with plenty to give to those with an insufficiency, by donating to the Lotus Light Charity Society - a group that builds water cellars. Grey Hong Kong came up with a wonderfully simple fundraising solution - 'umbrella bags'. These were placed in various outdoor locations in Hong Kong, such as shopping centres - where people spend money.

When it rained, the bags - featuring either a bucket, a glass or a bowl graphic - filled with water, showing Hong Kongers how fortunate they were compared to their northerly cousins.

Seeing this, the people of Hong Kong chose to donate in a big way. In fact, enough money was raised to build more than 5,300 water cellars.