While a clear distinction between art and advertising may not always exist, consumers have a sixth sense for ads that tug at the heartstrings with one hand and their wallets with another.

What makes the difference between a campaign that delightfully intervenes rather than one that merely interrupts, and how can you begin to develop and conceptualize such a creative piece? With MediaMonks’ Water Ripples installation as an example (produced in collaboration with Stella Artois, Mother New York and Water.org), we’re diving into three main ingredients that make up an artful intervention.

And that’s really the test for elevating something to an art form—helping your audience situate themselves and your brand within a larger framework of social good, taking them outside of themselves and their everyday. While aesthetic beauty is ideal for creating a memorable campaign, it’s that self-identification with the human condition that leaves a lasting impact.

Thirsty for more? Read more about Water Ripples from FWA.

1. A Culturally Relevant Purpose

Both works of art and advertising evoke emotion in the audience, which means a particularly artistic campaign should have a clear, culturally relevant value proposition or purpose. A good place to find inspiration is to back a cause or highlight an issue that you feel aligns with your business or audience. And consumers agree: to a Sprout Social study from earlier this year, about two thirds of them think it’s important for brands to take a social stance, so don’t be shy. While it may seem risky, an experience or campaign that drives social good connects to audiences on a human level–and demonstrates your business’ desire to be socially responsible. Even if you aren’t able to solve the world’s problems, you can at least aim to unite people together or ask them to contemplate their place in society, just like any work of art or literature would.

The Water Ripples piece aimed to portray Stella Artois’ care for the clean water effort. And that’s a great cause for a brewery: beer is 90 to 95% water, after all. Through the use of 600 motor-controlled water droplets to replicate the look of rippling water, the installation beautifully depicted the “rippling effect” that the brand and installation participants made in social impact.

2. An Experience that Enhances the Environment

Whether you’re building a large-scale art installation or want to play with a digital platform in a unique way, cleverly intervening with your audience’s everyday environment can go a long way in striking an emotional or empathetic connection between themselves and your cause.

While the Water Ripples’ most outstanding feature is its visuals, its biggest effect on viewers and participants was that it provided a quiet, contemplative and meditative space—a stark contrast to the hustle-and-bustle of Grand Central Station during commuting time.

3. Audience Agency

Every good campaign should have a call to action, but an artistic one should offer a call to contribution—and that contribution should prompt participants to feel as though they’ve made a significant impact or connection with other people in the world (and hopefully your brand, too). How do you allow participants to immerse themselves in the cause by providing an experience?

To answer this question, the team behind the Water Ripples installation accounted for several tiers of participation, including those who answered the call to contribution as well as those who were simply passing by. Participants who made a financial contribution by purchasing a limited-edition Stella Artois chalice were able to make the water ripple, symbolically signifying the impact of their participation—and providing delight to those viewing from afar with the beautiful show.

Helping your audience place themselves within the grand scheme of the human experience doesn’t have to be that lofty—sometimes it’s as simple as designing a specific place for photo-ops and Instagram-worthy moments.