Agency casts shadow on #FirstWorldProblems

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"I hate it when my leather seats aren't heated."
"I hate it when my leather seats aren't heated."

It's hard to fault an agency's pro bono charity work, but there's something a bit snide about DDB New York's Twitter initiative for Haitian clean water nonprofit Water is Life.

The campaign aims to put an end to the popular #FirstWorldProblems hashtag, used to gripe about the kinds of “problems” only experienced by privileged people in wealthy countries, such as, “It's too late to take a nap and too early to go to bed #FirstWorldProblems.”

DDB singled out specific tweets and responded to them with a series of videos featuring Haitians reading the silly complaints whilst standing amidst damaged shacks and shanties.

If it was DDB's goal to garner attention for Water is Life: Mission accomplished. If it was also DDB's intention to shame people for jokingly complaining about their lives: Mission also accomplished.

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