The campaign was launched at several big festivals in Sweden. We gave away re-fillable water bottles that people could fill and re-fill at an SJ's water tap with "pure tap water". There was information about simple ways to be more environmentally friendly both on the bottles and above the water tap.

Launching the campaign at festivals made us reach the target audience when they were thirsty and open to new impressions.

In one hour, 10,000 bottles were gone.People kept using their bottles long after the campaign ended.