While the Academy Awards are meant to honor the best in film, all eyes are on the red carpet. This year, keep an eye out for the Marchesa sparkler on Olivia Culpo, which eye-catching glass beads tell a powerful story.
Marchesa co-founders Georgina Chapman and Keren Craig designed the gown in conjunction with Stella Artois and Water.org to help bring awareness to the global water crisis.
"As a brand, we wanted to use fashion in a very impactful way -- in a way that leaves a mark and builds into the legacy, and what better way to do that than on Hollywood's biggest stage?" Harry Lewis, VP of marketing for Stella Artois U.S., told AOL Finance. "At the Oscars, it's all about who you're wearing and so Olivia Culpo is going to wear this wonderful gown and walk the red carpet representing all of those women who walk six hours a day to find clean drinking water for their families."
Stella Artois' "Buy A Lady A Drink" campaign benefiting Water.org launched at the Sundance Film Festival in January for the third year in a row with Matt Damon and Gary White, co-Founders of Water.org, where they announced three new limited-edition chalices. With each chalice sold, Stella Artois will help Water.org provide five years of clean water for one person in the developing world.
It's the same limited-edition chalices that were melted down into glass beads that will decorate Culpo's sure-to-be dazzling frock at the Oscars this year. What's more, the beadwork for the gown was done by hand by women India -- a country home to communities that are greatly impacted by poor access to clean drinking water.
"Since we were girls, designing beautiful clothing was our dream, and as mothers, we look for ways to support and uplift other women around the world," Georgina Chapman, co-founder of Marchesa, said in a statement. "With access to clean water, women are better able to pursue their passions, so we're honored to join Stella Artois and Water.org in their campaign to end the global water crisis."
Get a behind-the-scenes look at Chapman, Craig and Culpo designing the unique Oscars look:
The high-powered, high-fashion initiative mirrors its parent company's commitment to clean drinking water throughout the years. Anheuser Busch is known to send clean drinking water to community's in need. The company most recently shipped 50,000 cans to Mississippi communities impacted by tornadoes in January.
Of course, the beer company has big ties to water -- it relies on water to create its product. But for Lewis, the connection runs even deeper.
"I was born in Guatemala, so this reality of lacking access to clean water fortunately was not my case in my family but I did see it firsthand. It's a big reality," he said. "To be able to come into work every day to a brand that is helping these people is really amazing. We're almost in the year 2020 and yet more than 600 million people lack access to clean water. That should be a fundamental right to anyone in the world"
RELATED: See how Stella Artois and Water.org have already changed women's lives around the world
In an increasingly digitally-focused world, where advertisers and marketers can scale their campaigns, Stella Artois is known for its disruptive take on marketing, creating uniquely-targeted, smaller-scale -- and noticeably IRL -- experiences. Take Le Savoir, for instance, a dinner party which presented guests with a full-on sensory experience with sights, sounds, tastes and a new song written and performed by The Roots.
It's a kind of upside-down -- and extremely effective -- take on digital marketing that leans on an expectation that their guests and influencers, so taken with the experiences, will tell the story for them.
"They are able to tell our story in a much more credible, authentic way and are able to demonstrate those social posts with much more relevance. It has been a brilliant move both on the PR but also the social side to engage the squad that we're lucky to be able to entertain and have them tell the Stella story in a credible, authentic and also beautiful way," Lewis said.
A post shared by Chelsea Huang (@huangtonsoup) on Aug 17, 2016 at 6:58pm PDT
Check out Culpo's "Buy A Lady A Drink" dress at the Oscars, and keep an eye out for more integrated experiences by Stella Artois for the campaign this year.