For this TV spot we took a classic movie sequence. In this instance a typical mafia torture room scene, and we used it to raise people’s awareness of the cinema industry’s ongoing commitment to responsible consumption. The spot announced the launch of a short film festival, organised by the NGO INTERMON/OXFAM, dealing with issues such as natural resources, water, climate change etc. The prisoner’s captors typically submerge the Mafioso’s head in a large tub or trough of water, instead they dunk it in a small glass of water.