Pur - "The Water Bar"

Arnold

Arnold Boston, United States

13207

Brand: Pur
Country: United States

Advertiser: Kaz USA, Inc.

Title	The Water Bar
Agency	Arnold
Campaign	Know Your Water
Advertiser	Kaz USA, Inc.
Brand	Pur
Date of First Broadcast/Publication	2016 / 10
Business Sector	Small Appliances & Home Accessories
Story	To cast light on current water quality issues across the country, PUR partnered with creative agency Arnold Worldwide to educate and empower consumers about the source of their water, the journey it takes to reach their faucets, and the potential contaminants it can pick up along the way. The initiative comes to life through “hidden camera” national TV spots, online films, social media content and an interactive experience — KnowYourWater.com — where people can type in their home address and find a simple, easy-to-understand breakdown of data within their highly complicated (and often hard to find) EPA reports. A centerpiece component of the campaign is a longer form online video titled “The Water Bar” directed by Sam Cadman of Hey Wonderful. The film is set in a NYC establishment called The Water Bar where a where a bartender (actor) offers patrons tap water from different cities around the country. As he tells them about the water they’re about to consume, the patrons are shocked to discover that water all across the country contains contaminants, even if it’s “within legal limits.” Water from Monterey, California, for example, features an “acceptable quantity of mercury.” The hidden camera piece--from which TV spots were cut--shows customers turned off by what are acceptable safe-drinking water quality standards, underscoring the need for water filtration from companies like PUR--because people have their own quality standards.
Media Type	Case Study
Length	104 seconds
Post Production	The Mill New York
Global Chief Creative Officer	Jim Elliott
Executive Creative Director	Pete Johnson
Executive Creative Director	Sean McBride
Creative Director	Doug Harry
Associate Creative Director	Justin Galvin
Associate Creative Director	Sam Mullins
Art Director	Jamie Malnati
Art Director	Jennifer Fisher
Copywriter	Miki Turner
Copywriter	Michael Howard
Copywriter	Bryce Isaacson
User Experience Architect	Jordan Clayton
User Experience Architect	Davis Kramer
Broadcast Producer	Spring Clinton
Broadcast Producer	Hillary O’rourke
Digital Producer	Sean Will
Digital Producer	Drew Horton
Digital Producer	Christina Balch
Production Company	Hey Wonderful
Director	Sam Cadman
Director of Photography (DOP)	Matthew Woolf
Executive Producer	Michael DiGirolamo
Producer	Angela Jones
Editorial	Cosmo Street
Editor	Tom Scherma
Editor	Dave Otte
Editor	Nellie Phillips
Music & Sound Design	People Of Rhythm
Audio	Mike Secher
Colorist	Fergus McCall