Having access to safe drinking water and clean sanitation is something most of us take for granted. But we needed Andrex shoppers to understand just how harsh day-to-day life is in developing countries to help raise money for the charity WaterAid.

So we created a VR experience in stores to bring the reality home to them, enabling shoppers to see life through someone else’s eyes. It made the problem real for shoppers and helped them connect emotionally with the brand, which helped influence purchase decisions at aisle.