Tappening – the educational campaign designed to encourage the public to drink tap water whenever possible, and to send a message to the bottled water industry about its non eco-friendly practices – is coming back with a new and pretty innovative campaign: challenging the notion of truth in adverstising while embracing its opposing concept, lying!
The campaign is raising awareness but at the same points out to the practices (why not greenwashing? huh) of the bottled water/packaging industry. Pretty interesting, especially as the bottled water industry recently faced huge criticism and backlash in the US.
The ad series include:
*Bottled Water: 98% Melted Ice Caps. 2% Polar Bear Tears
*Bottled Water is the Primary Cause of Restless Leg Syndrome
*Bottled Water Causes Blindness in Puppies
*Bottled Water Makes Acid Rain Fall on Playgrounds
Advertising Agency: DiMassimo Goldstein, USA
Creative Director: Mark DiMassimo
Art Director: Chris Carlberg
Copywriter: Justin Prichard
Illustrator: Jan Kallwejt
Published: July 2009
Tappening’s campaign is largely viral in nature: it includes a Web site which enables users to share their own water-related lies and view the four Tappening ads above and ’share the lies’ via Facebook, Twitter, Digg or Email with their friends and family. Tappening is using the power of the internet and social media to spread the world with only $535,000 as campaign budget. Other elements include wild postings in New York, Los Angeles, Chicago, Miami and Las Vegas.
Before this current campagin, Tappening’s activist ad men released politically themed ads as the U.S. presidential race heated up:
The campaign was attacking the candidates bad habit of drinking bottled water wherever they went with this campaign.
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