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 knowyourwater.com) 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
EP: Phoebe Cole
Editor: Britt Bellamy
Record & Mix: Sound Lounge
Engineer: Justin Kooy
Color: Nice Shoes
Colorist: Phil Choe