Agency casts shadow on #FirstWorldProblems

"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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