Campaign: Choose Tap
WPP company: OgilvyOne Australia
Client: Yarra Valley Water

Three liters of water are needed to make just one liter of bottle water, with real environmental consequences. Yes Australians spend AU$500 million on bottle water each year. OgilvyOne and Yarra Valle Water wanted to get people thinking about how pointless drinking bottle water can be, without turning into a lecture. A store was set up selling the specially created DUPÉ brand – a range of pointless products such as 'Fresh Organic Air'. Blog and PR coverage reinforces the campaign message – choosing tap is the smartest choice.

Result:

206,813 unique YouTube views, with no paid media.

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