This campaign is designed to discourage university students from buying bottled water, focusing on the absurdity of paying for bottled water when readily available and equal quality tap water is almost free in comparison. To illustrated how much beverage companies mark up bottled water (as much as 500 times the price of tap water) I multiplied the cost of regular grocery items and labelled them with price tags of several thousand dollars each. The campaign suggest that if $8,9500 seems like an outrageous amount to pay for milk, $2.00 for a bottle of water should seem equally ridiculous.
First, I created a series of posters formatted for large advertising boards around campuses and public transits stations:
Then I followed those with supporting campaign materials such as a water bottle, a graphic poster, and a large bus stop ad.