A young man wearing sunglasses, a blond girl and a gentleman with suit and tie: common people standing in the street, keeping their eyes closed. Suddenly, a bucket of water straight in their faces arouse their dormant conscience. As suggested by the final claim: “Open your eyes: corruption and waste are your business too”.

This is the clear and effective message of the "Wake Up!” video, produced by Transparency International- Italy for the international campaign against corruption, “Time to wake up”. Shot in Milan, the video uses the bucket of water as an ironic symbol of “social” awakening of institutions, citizens, associations and enterprises’ sleeping conscience.

The video has reached over 40.000 views on YouTube in less than three weeks: a great success for TI-Italia, even more relevant when thinking of the chance for thousands of people to reflect upon its message.