It can be tricky to conceptualize how much water you’re pouring down the drain if you let that leaky faucet drip without fixing—or linger a little too long in the shower.
To help make it easier, Brazilian organic juice brand Greenpeople and agency Cheil Brazil designed a series of bottles in various sizes that lay out the issue in clear visual terms—with what the marketer is describing as a new unit of measurement, “The Waste Measure.”
500 milliliters is actually the amount of water lost in 18 minutes of that dripping faucet. 1.5 liters is equivalent to 40 seconds of letting the water run while you brush your teeth. 20 extra seconds in the shower is 5 liters (more than 1 U.S. gallon). Hosing down your car for 1 minute? 20 liters.
Created for World Water Day, it’s a quick and effective way to communicate an abstract concept, and raise awareness about small practical changes consumers can make to conserve water. Greenpeople and Cheil distributed the reusable bottles to influencers, as well as in the juice-seller’s stores in Sao Paolo and Rio de Janeiro, on Friday, March 22.
Campaign: The Waste Measures
Agency: Cheil Brasil
Manager Director: Evandro Guimarães
CCO: Claudio Lima
Creative Director: Ricardo Miller/Fábio Baraldi/Ronaldo Jardim
Copywriter: Marcio Bittencourt
Art Director: Victor Ferreira
Account: Enya Café
Strategy: Paula Queiroz
Media: Joao Oliveira
Producers: Luzia Oliveira / Cristiane Marinari
Client Approval: Bianca Laufer
Graphic Producer: Luciano Carvalho.
Bottle production company: Special Glass.
Account: Silvio Damas
Production Company: 7 FILMES
Director: Gugu Seppi
Executive producer: Chico Oliveira
Photography Director: Otimar pacciato
Pos production: Marina Moreno
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