Problem/Creative Goals: 2000 plastic bottles a minute get deposited into landfill and oceans. Filtering your own water naturally reduces that waste. As such Brita has an initiative called The Filtered Life to promote this Idea. Yet how many people have heard of this initiative? Solution: Promote the fact that filtering your own water greatly reduces plastic waste in our oceans and Brita's The Filtered Life Initiative. This is achieved by refill stations where people are most likely to be drinking bottled water. This motivates through astonishing messaging while promoting behavioral change with minimal effort in a variety of ways: 1. Create a refill station so that people can reuse their bottled water bottles they currently have on them there by reducing the amount of bottles purchased. (Repurposing and Reusing.) Current Brita bottle users may also refill at these stations as well. 2. Acts as a place to recycle instead of throw away said bottles. 3. Promotes recycling bottles and gets customers involved in the Brita ecosystem. Awards discounts for bottles onsite so that they can be purchased easily without going out of their way to by Filtered Life water bottles. (The more bottles recycled the better discount.) 4. More discounts and rewards can be awarded by posting to #TheFilteredLife showing the world what you are doing to help recycle or how you use your Brita bottle. This aids in creating a filtered life movement on social media. (Pins are assigned at your most frequently visited fill station to track your recycling progress to post on social media) Chris Ando: Art Direction, Branding, Design, Experiential Design
