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Gordon Young
Editor-in-chief at The Drum

Pur: What are you drinking? by Arnold Worldwide

Client: Pur
Date: Jun 2018
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Over the past several years, Pur has been bringing the issue of possible tap water contaminants to the forefront, with the goal of providing consumers with the education and tools (like the website they need to make informed decisions about their water.

While contaminants are not in all users’ water, they often appear as a result of either water treatment limitations or from traveling through miles of aging underground pipes.

Through its new campaign, 'What are you drinking?' Pur and creative agency Arnold are looking to combat the “it’s not my problem” mentality with a series of films designed to reinforce the relevance of tap water quality in your life, and in the lives of those you care for. The films bring the problem into people’s homes by exploring it through familiar life moments – from trying to cook healthy meals for your family to giving a child a glass of water at bedtime.

Three 15-second online videos tell stories that highlight our accountability as caretakers, in terms of ensuring the water quality we provide to our loved ones. In one, a little girl asks her father, "Dad, can you get me some traveled-through-miles-and-miles-of-aging-pipes-to-get-to-our-house-but-we-drink-it-anyway-because-it-looks-fine water?" In another, a father asks his daughter to get him a glass of "might-have-a-trace-of-contaminants-like-lead-or-pesticides-or-who-knows-what-else-in-it-but-it's-not-like-we're-going-to-check water?"


Client: PUR / Kaz USA, Inc.

Christophe Coudray, CMO

Mark Simon, SVP & General Manager

Deb Mudway, VP of Marketing

Dana Yerid, Director of Marketing Communications

Amy Shanahan, Associate Marketing Director

Lynn Stachnick, Brand Manager

Annette Lau, Marketing Assistant

Creative Agency: Arnold

Chief Creative Officer: Icaro Doria

Executive Creative Directors: Fred Saldanha, Max Geraldo

Creative Directors: Guilherme Racz, Lucas de Oliveira

Associate Creative Director, Art: Doug Harry

Jr. Copywriters: Clark Chamberlin, Zoe Myers

Assoc. Broadcast Producer:Hillary O’Rourke

SVP, Dir. of Business Affairs: Anne Joynt

Marketing: Paul Nelson, Casey Potash, Jesse Kiel

Production: Sweet Rickey

Director: Max Esposito

EP: Scott Burtnett, Vanessa Lonborg

Editorial: EditBar

EP: Phoebe Cole

Editor: Britt Bellamy

Record & Mix: Sound Lounge

Engineer: Justin Kooy

Color: Nice Shoes

Colorist: Phil Choe

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