For over twenty years, the UN designates March 22 to raise awareness for the water crisis and to promote a more sustainable consumption of water.

We took World Water Day as an opportunity to launch a special print ad for Café Royal that calls for saving water in a surprising manner. The Swiss coffee maker suggests drinking a ristretto, a short shot of espresso coffee extracted with about half the usual amount of water.

If the Swiss would only drink ristretto coffees for one day, 2,8 million liters of water could be saved. An impressive figure that surely has motivated one or two coffee lovers to spontaneously change their habits.