It's an ad to promote World Water Day and to spread awareness about how unclean water causes countless deaths and how journalists are trying to spread the word about this.
The water, invisible on the piece of paper at first, represents how safe and clean water appears to be but the ink shows what's really underneath the seemingly clean surface. The ink is supposed to represent the journalists, ink being a journalist's chosen tool, who uncover the truth and make the facts about how bad unclean water is known.
I personally find this ad to be very well done and quite effective. Visually it's very pretty and although I have seen art done using ink and water before, I have yet to see it done so well, like this. The images that the ink and water make really show who is being affected by this (the face of a child) and what happens when you drink unclean water (the grave markers and skull). Although the ad is in French, the message still makes itself quite clear. I think smart advertising, like this, is a very good way to get the message about a cause out there.
